“Flavors 2 Go” Win Fans at Valero

With more than 1,000 branded Corner Stores within a network of 5,800 locations, Valero Retail Holdings knows a little something about generating profits by satisfying customers.

Key to that success: paying attention to the retail transaction details that bring customers back for more. One of those little details includes providing fast, flavorful refreshment.

That’s one of the reasons why Valero has introduced three new proprietary flavors made with pure cane sugar at its “Flavors 2 Go” soda fountain stations: Rootbeer Float, Cherry Limeade and Tangerine Dream.

And according to Bob Fleenor, Imperial Sugar Company’s regional sales manager for the Industrial Sales Group, profits – and smiles – are the happy outcome for all concerned.

“We worked closely with Valero’s dispensed beverage category managers and staff to formulate and test various flavors,” said Fleenor.

“The test panels hit on these three flavors because of their unique flavor tones,” he explained. “For example, with the Rootbeer Float, the initial flavor tone is root beer, but as you continue to taste, the flavor migrates to ice cream. And the flavors continue to change as you consume the beverage. It’s really amazing.”

The “Flavors 2 Go” partnership between Valero and Imperial Sugar began early in 2009, progressing and maturing throughout the formulation process until an agreement between the two companies was signed in the spring. But its roots started much earlier, stemming from a casual meeting between Fleenor and a Valero food service category manager at an industrial food show.

“He called me around the first of the year, we talked and everything just seemed to line up the right way,” recalls Fleenor. “And the result is a distinct point of differentiation for Valero, and a new and valued client for Imperial.”

“Flavors 2 Go” is an important part of a much larger Valero consumer-oriented initiative for Corner Stores called “Fresh Choices.” This private-label brand line includes bottled water, ready-to-drink teas, sandwiches, soda and chips, as well as a host of other new products united by an intense focus on detail.

For example, the “Flavors 2 Go” fountain drinks are made with triple-filtered water and served in cups that fit a car cup holder and don’t “sweat” on hot days.

That attention to detail is winning fans. Fleenor said Imperial Sugar’s customer relations group is busy fielding calls from consumers asking if they can get the products in cans and bottles, too. (Valero says it has no current plans to package the sodas.) Plans are in place, however, to bump up advertising the products with signage directly at gas pumps.

“We’re proud to be longstanding partners with Dublin (Texas) Dr Pepper, which has been using Imperial pure cane sugar in its formulation since 1891,” said Fleenor. “We hope our relationship with Valero is just as successful.”