Dive Summary:

• Big Y Foods, an independently owned supermarket chain, will launch a convenience store chain to be called Big Y Express.
• The convenience stores will sell fuel provided through a partnership with F.L. Roberts & Co., a petroleum marketer in Western Massachusetts. 
• The first Big Y Express is slated for Lee, Ma., at an exit of the Massachusetts Turnpike.

Dive Insight:

Big Y Express has some solid signs pointing toward success. First, Big Y and F.L. Roberts know each other well. They're both major retailers in western Massachusetts and have done cross-marketing promos previously. Perhaps more importantly, the first Big Y Express is just down the road from a Big Y supermarket, which should ease supply issues.