Companies like Sodexo, Starbucks will take care of branding and they have several brand managers working for them. They will make sure product gets customer's attention. I think same is case for "On the move". I think "On the move" will do branding of the product. They already have their own branded products that will be on Shelves. It is not typical grocery store, as they will be hosting Dunkin Donuts, Subways and now Stewarts that will attract more customers to shop.