Mac’s Expands PL Offering to Frozen Meals

Mac’s has long been an innovator in the North American c-store industry. As part of the rapidly expanding Couche Tard empire, which is the second largest Canadian based retailer – its innovation has normally stayed within the stereotypical c-store categories such as it’s Sloche / Froster drinks which are aimed at drawing in teenagers to it’s stores by grossing them out.

I noticed yesterday that Mac’s has launched a Private Label in a somewhat unlikely category – frozen meals.

At first I was surprised but in fact it really makes a lot of sense. I have to imagine that it was based on increased “grazing” by its customers who were buying National brand frozen meals and heating them up right away in the store microwave. Maybe not the healthiest meal option but likely better than a hotdog or tacquito.

The products are branded with the “Takeaway Cafe” brand produced exclusively for Mac’s.

All packages are 300g and priced at $2.99 (2/$5 during intro promotion).

Varieties include:

  • Meat Lasagna
  • Vegetable Lasagna
  • Sweet & Sour Chicken with Rice
  • Chicken Fettuccine Alfredo
  • Beef Chili
  • Mac & Cheese
  • Shepherd’s Pie
  • Chicken Teriyaki with Rice
  • Chicken Chow Mein

My bet is that this line up is going to experience success at Mac’s / Couche Tard. Another innovative move by the world’s second largest c-store operator.


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