Sobeys unveiled its new convenience and fuel store format to customers in Atlantic Canada. A fresh take on the traditional convenience offer, Sobeys express features tasty, on-the-go meal solutions and easy fuel fill-ups for travelers.

"Consumer research has shown us that customers are looking for more fresh food options to meet their on-the-go needs. They also want a one-stop shop for food and fuel and Sobeys express meets those customer needs in a larger and brighter store," remarked Valerie Ryan, vice president, convenience and fuel, Sobeys Atlantic. "Sobeys express will carry a broader assortment of traditional convenience items; however, the new format will focus on the customer looking for a fresher alternative."

The Sobeys express store, inspired by Sobeys Inc.'s IGA express banner in Quebec, offers customers fresh, healthy alternatives to traditional convenience store snacks and meal ideas. With a selection of 14 signature and all-butter croissant sandwiches, Sensations by Compliments hot soups in three different sizes, and cookies and baguettes baked fresh daily instore, customers will taste the same quality and freshness they experience at their local Sobeys and Foodland stores.

"Sobeys express is a new concept for convenience shopping in Atlantic Canada," added Ryan. "Rotisserie chickens and freshly made salads aren't your typical convenience store fare but based on our customer research, we know customers want better choices when they are on the go and Sobeys express stores will set us apart from the traditional convenience retailers in this regard."

Appealing to travelers, the meal deal featuring a sandwich, drink and snack, will reward customers with two cents off per liter on a subsequent fuel purchase at Fast Fuel and Shell locations across Atlantic Canada.

"As we continue on our journey to help Canadians eat better, feel better and do better, we understand how important it is to offer a better-for-you option for our convenience customers," said Peter Doucette, general manager, Sobeys Atlantic. "They want better food choices when they are on the go and Sobeys express will provide them with exactly that."