CEFCO Convenience Stores has relaunched its private-label brand, now called Y’all, to add consistency to the products and packaging.
The name of the private-label brand changed several times in the past six years, and the latest was called CEFCO Premium, said Rachel Puepke, vice president of marketing at CEFCO.
“There were different looks to it, and it wasn't cohesive,” she said. “And to us internally, it really didn't promote premium even though the name was premium.”
Instead of being named after the brand again, Y'all reflects CEFCO's Southern roots.
While CEFCO had already launched its Y’all water, the rest of the line came out in mid-November.
The brand offers the same snacks as before, including sweet and salty trail mix, roasted salted cashews and chocolate covered almonds.
CEFCO added original and sour gummies and changed its jerky to a tougher variety, with original, pepper and teriyaki flavors.
“We're doing the promotional offer right now … buy two snacks and you get a free Y'all Water,” said Puepke. “Our Y'all Water is really popular. It's the number one water in the water door, so we know that there's a lot of attraction to the brand and the name and just the look. We wanted to make sure people tried the snacks with that special offer. We're doing that now, and then we're building it into the calendar next year as well. It's definitely going to be a brand that we're going to focus on and ensure that we're putting promotions around it.”
The packaging highlights the brand’s heritage and the Fike’s Foundation,
"The Fikes Foundation is our owners; their last name are the Fikes," said Puepke. "We're owned by the Fikes companies, and we have a foundation that supports youth, healthcare, kids, veterans, first responders. We wanted to bring that component into the brand as well."
Proceeds of the purchases go towards the Fikes Foundation.
CEFCO merchandises its private label brand on end caps at all of its stores.
“At most of the stores, it's the first end cap as soon as you walk into the store,” said Melissa DeHaan, category manager at CEFCO. “We moved it from inline to front and center because we really wanted to grab the consumer's attention with the new brand.”
The Y’all brand’s prices are lower than national brands, said DeHaan.
“It's still a great product, but we know that consumer's wallets are tightening, so we still want to offer them value at a better price,” she said.