Global cookie chain Mrs Fields continues to make inroads into the Australian market, setting up cookie counters in a number of Caltex service centres as part of their national expansion.
“Forming this relationship with Caltex is a great way to mark the 20th anniversary of Mrs Fields in Australia… and gives us the opportunity to improve our distribution enormously,” said Andrew Benefield, managing director for Mrs Fields Australia.
Initially a pilot program, the venture with Caltex will give Mrs Fields a presence of around 50 stores in Australia. Encompassing Caltex service centres at Parklea on Windsor Road and Pendle Hill on the Great Western Highway as well as at Thornleigh, Beacon Hill and Neutral Bay, five locations will initially serve the world famous treats. It is the first stage of the company’s expansion goals within the organisation, which has 700-plus Caltex service centres around Australia.
The cookies will be baked daily onsite by operators and eventually Caltex franchisees, something which will differentiate them to other items on the service centre’s shelves, he said.
“They will be baked fresh at each Caltex that day, as opposed to other items inside that may have been pre-packaged some time before. Our products have no artificial flavours, colouring or preservatives and are free of trans fats which I’m sure will add to their appeal,” adds Benefield.