Dive Brief:
- Love’s Travel Stops & Country Stores plans to roll out a line of private label premium baked goods, a company spokesperson confirmed to C-Store Dive.
- The assortment will launch at all 680 Love’s travel centers nationwide on Aug. 30, the spokesperson said. Customers will begin seeing products arrive at select locations ahead of the launch date as stores receive inventory and prepare for the rollout.
- Love’s continues to build out its private label assortment, which includes over 600 products across several categories, including snacks, candy, beverages and travel gear.
Dive Insight:
Love’s new baked goods assortment is an addition to the retailer’s proprietary Sweet Snacks program, which debuted in 2024, according to the spokesperson. That line currently includes vanilla, duplex and lemon sandwich cookies; frosted and powdered sugar donuts; and glazed honey buns, the spokesperson added.
The premium baked goods line will include banana nut, blueberry and strawberry cheese muffins. It’ll also offer apple, bear claw, berries and cheese, blueberry cream, cheese, and strawberry cream danishes. Additionally, several cake variations will be available, including regular and strawberry cheesecake, coffee, cream cheese, lemon, marble and pound. The program will also offer cinnamon rolls.
“The new bakery assortment builds on the [Love’s Sweet Snacks] program by offering a mix of classic flavors and indulgent treats, providing customers with additional grab-and-go snack and breakfast options,” Love’s spokesperson said.
The spokesperson declined to comment when asked about the development process behind its new premium bakery program.
Oklahoma City-based Love’s is one of several convenience retailers investing in private label brands in 2026. Others include 7-Eleven, which recently debuted its proprietary soda line to its 7-Select brand, and Sheetz, which this summer launched Buzz Beans, its first line of canned energy coffee.
