Caltex Australia is hatching plans to create a fuel alliance with and Australian grocer to challenge the new venture announced earlier this week by Coles Myer and Shell.

Caltex chief executive officer Jeet Bindra said he had a team considering opportunities to link up with a retailer but would not confirm which retailers were part of the negotiations, a report in the Australian Financial Review said.

Bindra said service stations would not be viable without substantial shop sales and Caltex remained committed to rolling out its Star Mart stores.

Metcash Trading Ltd, which supplies IGA supermarkets and a number of convenience store groups, has already publicly stated it is working on a fuel deal although it has yet to identify its potential partners.