Eby-Brown Rebrands Proprietary Food Line to Reflect Consumer Demands

NAPERVILLE, Ill. — Eby-Brown Co. LLC has rebranded its proprietary Wakefield foodservice line and expanded it beyond sandwiches to include a variety of new products that meet consumers' demand for healthy. 

"Taking a different position on the branding was part of the strategic repositioning of the brand that began a year ago to meet the evolving market needs. We partnered with an agency who has extensive global background on the c-store market," stated Thomas Wake, co-president of Eby-Brown. "Through a combination of their research and our own, we developed the new brand to coincide with the demand for healthier, better-for-you choices in the c-store market. We know today's c-store consumers want choices that lead to healthier eating habits."

Along with its existing lineup of sandwiches, Wakefield will now feature healthier options such as fresh parfaits and heart-healthy sandwiches such as a egg white frittata and wraps.

"As our research has indicated, we will continue to add healthier choices for our c-store customers to keep ahead of the market trends, and as always, make our offerings with the freshest and finest ingredients as we enhance the options to our food line," Wake said.

The new Wakefield branding and food items will be featured and available for sampling at the 2016 NACS Show on Oct. 19-21 in booth #2203.

Eby-Brown is a privately held convenience store distributor in the United States, servicing retail accounts throughout the Midwest and Southeast.