One of the country’s best-known brands is about to disappear from 700 outlets across Australia.

The company that bought the Coles Express petrol stations earlier in 2023 is about to begin rebranding them to Reddy Express.

But even that name is likely to be temporary, with new owner Viva Energy flagging a further change on the way.

Viva Energy spent $300 million last year to buy the country’s 710 Shell-branded Coles Express service stations. It followed that up in April with a $1.15 billion purchase of South Australian service station chain OTR Group.

The rebrand of Coles Express has long been flagged, with Viva confirming on Wednesday that it was a condition of its deal with the supermarket giant.

It can continue to use the Coles Express name until 2026, and most outlets so far still display the familiar Shell logo.

But it expects that branding to have mostly gone by late 2025.

When the OTR Group deal was announced, Viva Energy CEO and managing director Scott Wyatt said that would become the company’s flagship convenience brand.

Viva Energy is still working through regulatory approval for its OTR purchase. In the mean time, a large proportion of its new network will operate as Reddy Express outlets.

Viva Energy convenience and mobility business CEO Jevan Bouzo said Reddy Express was extremely important to the business and staff.

“Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today,” he said.

“The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step while we await the approval process of the OTR acquisition.

“As we announced this year, once approved, OTR will be our leading convenience brand, which is planned to be rolled out across the network longer term and represents a world-class convenience offer matched with high-quality Shell fuels.”

South Australian company OTR was a migrant success story before its purchase by Viva. It began in 1984 when Fathi (Fred) Shahin bought a single Adelaide petrol station after arriving with his family as a refugee from the Middle East.

By the time it was snapped up by Viva in April, the OTR Convenient Retail network had 205 outlets, made up of 174 integrated fuel and convenience stores, and 31 standalone stores.

More than 90 incorporated fast-food outlets such as Hungry Jack’s, Subway and Guzman y Gomez.

OTR also has a growth pipeline of 90 sites, largely outside South Australia, which it had planned to develop in coming years.

The purchase was expected to aid Viva Energy’s goal to be Australia’s leading convenience retailer, with more than 1000 outlets.