Charles E. Hill 
WORCESTER, Mass. — Nouria Energy expanded its private label, My Nouria, to include freshly packaged baked goods. They are designed to provide a complementary pairing for commuters and customers stopping in to indulge in their freshly brewed coffee.
To create the expanded offering, the company has invested heavily in development, sourcing quality ingredients and reputable partners. According to Nouria, he also conducted several taste tests to ensure the products excelled in various criteria, resulting in delicious items featuring fresh produce and iconic American staples such as Nestlé Toll House and Reese’s. .
The expanded line of My Nouria packaged drinks includes cakes, muffins, cookies, brownies and danishes, or something to satisfy every tweet tooth.
Nouria noted that switching to its own brand allowed it to introduce six additional flavors to its previous assortment, as well as offering great value for quality. Private label snacks are conveniently marketed next to the freshly brewed coffee station to encourage impulse purchases.
The expansion of the My Nouria brand aligns with the convenience store operator’s efforts to expand key categories that showcase fresh ingredients and quality at great value to ensure its offerings are always exceptional, satisfying and innovative. Other My Nouria products range from lip balm and water to salty snacks and healthy trail mixes.
Nouria’s family of proprietary brands also includes Café Nouria (dispensed beverages) and Nouria’s Kitchen (consumer and made-to-order items).
Private labels are generally more successful in the edible food categorywith nearly two-thirds of sales (65%) made in this segment, the rest in the inedible category. Overall private label sales strong finish last year, with an average increase of about 5% in dollar volume over the last five months compared to the same period in 2020, according to the Private Label Manufacturers Association’s 2022 Private Label Report.
Kristine Modugno, director of category development and an industry veteran with more than 25 years of private label development, spearheaded the initiative.
“We are extremely proud of the Nouria brand,” said Modugno. “Our brand begins and ends with our employees, communities and guests, so we don’t take this lightly when selecting items to ‘put our name on’. Private label products are gaining market share and we are excited to expand our offering with much-loved Nouria products.”
In addition to expanding its private label offering, Nouria recently cut the ribbon for its first fully branded nouria gas station and convenience store in Wareham, Mass., as Convenience store news reported. The most recent location was the 166th location to open and serves as the first step in positioning the company as a premier fuel supplier under the Nouria brand, while featuring a modern convenience store design and a more spacious and brighter.
Founded by Tony El-Nemr in 1989, Worcester-based Nouria Energy has 170 convenience stores, 158 of which are company-operated; 56 Golden Nozzle car washes; two Lube centers; an award-winning Whately Diner; and a wholesale trade.
