Almelo, 2nd of December 2009 – Zwanenberg Food Group and the Esso service station from Almelo have launched a pilot under the name Highway Originals. What is involved is a sausage concept for filling stations that offers a tasty extension to the range of hot snacks that you normally get at an Esso service station.

“Highway Originals offer visitors to a service station delicious bread rolls with a wide range of hot sausages. The range now includes a roll with smoked sausage, large Frankfurters, knockwurst XXL, fried sausage and hotdogs. We have combined this extension to our range with a fresh, professional presentation to create a unique concept in the petrol station market with Highway Originals”, says Jo-Anne van der Laan, Category Manager Out-of-Home at the Zwanenberg Food Group.

Jan Knol, owner of the Esso service station on the HR Holstlaan in Almelo (near the A35 motorway), embraced the pilot without any hesitation. “It was easy to incorporate the concept into my existing shop. I could certainly see the added value of Highway Originals and the great thing about it is, I can now offer my customers more choice”.

The first results of the pilot in Almelo are very promising. The hot sausages are going over the counter like hot cakes. The Highway Originals concept was designed and implemented in collaboration with bureau Artica in Ootmarsum.