Family Express Corp. of Valparaiso, Ind., is beating McDonald’s to the punch. The c-store chain is rolling out a new breakfast oatmeal offering under its proprietary brand JAVA WAVE by Jan. 1, 2011.
The Family Express Oatmeal breakfast chain-wide initiative is a first in the c-store channel, and it is being deployed ahead of McDonald’s Oatmeal offering, debuting in the first quarter of 2011.
“JAVA WAVE Oatmeal will compliment our quest of offering customers seeking a healthier alternative on the go, a delicious option,”said Bill Nolan, vice president of marketing for Family Express.
The Oatmeal station will be introduced in three flavors: Original (no sugar added), Apples & Cinnamon and Maple & Brown Sugar.
The unusual step of positioning the Oatmeal station under Family Express’s JAVA WAVE coffee brand is because of the breakfast synergies, the company explained. The JAVA WAVE Oatmeal roll out is being supported by FE Perks, the company’s cents per gallon pump roll back loyalty initiative.