Dive Brief:
- Onvo has unveiled a set of private label kettle-cooked potato chips, its first proprietary snack line, according to a Tuesday press release.
- The chips come in classic kettle-cooked, salt and vinegar, BBQ waffle, jalapeno cheddar and sour cream and onion varieties, and are now available at all of Onvo’s 42 c-stores and travel plazas in Pennsylvania and New York.
- CPG experts have highlighted snacks as one of the most accessible categories that c-stores can target with private-label options.
Dive Insight:
Diving deeper into private-label goods allows Scranton, Pennsylvania-based Onvo to offer a differentiated assortment while controlling the margin on its new chips more than it could with national brands.
The chips, which are made locally in Pennsylvania, are available in 2-ounce bags designed with a “playful, retro aesthetic,” according to the announcement.
“Customers want high-quality, craveable private-label options they can’t get anywhere else,” said Harman Aulakh, vice president of marketing at Onvo. “We wanted to build on that expectation and elevate the Onvo brand by creating something uniquely ours.”
The chips were designed to complement Onvo’s proprietary Food on the Fly menu, which contains items like Craveritos and quesadillas. The company is encouraging customers to try the new chips by offering a free bag to rewards members and building combo meals that include a bag of Onvo’s chips, a drink and a roller grill or Food on the Fly item.
Onvo’s only other private label item is bottled water, a company spokesperson said via email.
Onvo has been building out its food offering in multiple ways over the past two years. Since debuting Food on the Fly in 2024, the retailer has made a distribution agreement with Core-Mark and hired Benjamin Lucky as senior director of foodservice.
