The 40-strong Re-Fresh! range, which bears the Shell logo, includes sandwiches, hot snacks, wraps and ice-cream.
Lucien Dechesne, Shell's format manager, said the oil company decided to use its retailing experience to exploit the food and grocery opportunities in its forecourt outlets.
Shell appointed DJPA Partnership to help it convert the values inherent in its petrol and oil brands across to food, and devise a name and packaging.
DJPA assessed whether Shell branding should be applied to the range, whether a sub-brand would be more appropriate, or whether the range should be distanced from the parent company.
Hans Muysson, managing director of DJPA in Amsterdam, said the Shell brand is "well-known and respected", but not associated with food expertise.
However, research showed consumers trusted Shell's maturity in the retail arena, so a sub-brand was developed. Re-Fresh! is an English word, but is widely understood on the Continent, conveying "the need to refresh yourself while on the move", according to Muysson.
The packaging carries photography and illustration plus transparent plastic, so shoppers see the product inside. The lines will be merchandised among other brands, so brand identity will be confined to the packaging, though POS material will be used.
Dechesne said sales since the test began in September have been "very positive" and the range is set to become a permanent feature at Shell stations in Rotterdam. He added Shell companies across Europe are also "keenly monitoring" the results, with a view to introducing the range.