H-E-B has filled its Texas stores with hundreds of limited-edition fall items spanning every department, a seasonal own-brand deployment that stretches from pumpkin spice coffee to fall-scented trash bags.
The seasonal variations are appearing under the grocer’s brands including Café Ole, Creamy Creations, Heritage Ranch, Texas Tough, Flavor Favorites, Meal Simple, Prime 1 and Mi Tienda, among others.
Food highlights include Café Ole by H-E-B Pumpkin Spice Latte and a pumpkin spice medium roast, pumpkin spice instant oatmeal and waffles, maple breakfast sausage rolls, a Creamy Creations Caramel Apple Sherbet blending sour candy pieces with a caramel swirl, a Cowboy Cookie with pecans, oats and brown butter, and Cornbread Stuffing Potato Chips that put Thanksgiving flavors in snack form. Seasonal twists also reach baking mixes, cookies, bagels, bread, granola and Heritage Ranch dog treats in pumpkin and apple cinnamon.
The program extends well past food: fall-scented H-E-B dish soap, Flavor Favorites candles 
and Texas Tough trash bags, pumpkin-print storage bags, seasonal paper plates and Destination Holiday wall décor round out the housewares side, while H-E-B Texas Roots pumpkins grown in the state anchor the produce department with a local-sourcing tie. With football season underway, the lineup also leans into gameday with party trays, Meal Simple by H-E-B Tex-Mex Queso with Brisket, Prime 1 Cowboy Burgers and Mi Tienda beef fajitas.
The Once Upon a Treat by H-E-B Halloween collection already is hitting shelves, with exclusive items including Dark Chocolate Green Goo Truffles, jack-o’-lantern-shaped milk chocolates with caramel apple filling, a Zombie-licious Gummy Mix and a porch-ready cauldron of spider gummy treat packs, alongside Halloween and Día de los Muertos décor, before stores transition to holiday offerings in November.
H-E-B, with sales of more than $50 billion, operates 460 stores in Texas and Mexico with more than 175,000 Partners, serving more than 300 communities.
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