AWG Family of Brands, the private brands program of Associated Wholesale Grocers, is launching a wide range of new products for the fall and holiday seasons. The company says these items are designed to help independent retailers meet consumer demand for value, convenient meals, protein-rich products, and raised culinary experiences.
The expansion includes new flavors, essential staples, and the addition of new brands to the AWG Family of Brands program. Emily Detwiler, VP of AWG Brands, stated that by growing all tiers of their private-brands portfolio, they aim to support total business growth for AWG member retailers.
A key addition is Full Circle Market, which brings over 250 items to the AWG lineup, offering organic, gluten-free, protein-added, and plant-based options for health-conscious shoppers.
The new products span several categories, including raised culinary items like Superior Selections by Best Choice pasta and sauces, imported from Italy, and Wide Awake Coffee Co. flavored syrups and organic bag coffee.
Convenience, Protein, and Holiday Essentials
For convenience and protein, AWG introduces Crav’n Flavor Asian-inspired meal starters, Best Choice protein mac and cheese, and Crav’n Flavor beef sticks, targeting the growing meat snack category.
Tailgating options feature Best Choice salsas with heat-level indicators, hickory smoked BBQ seasoning, and ready-to-eat popcorn. Non-food items include Best Choice LED light bulbs, trash bags, and butcher and parchment paper sheets.
According to Tye Anthony, chief merchandising and marketing officer at AWG, the rollout is backed by market research and sales analytics. The company tracks current sales and emerging trends, such as the growth in meat snacks and demand for high-protein alternatives, to inform its product development.
The new products are currently being distributed to AWG member retailers, with additional items set to appear through the end of the year. Based in Kansas City, Kansas, AWG is the largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,500 locations across 33 states.
New Non-Food and Holiday Prep Items
For holiday preparation, new items feature Always Save canned gravy in four flavors, Always Save hot cocoa mix in a new canister, and Best Choice half and half and heavy whipping cream in a 64-ounce size.
Additional holiday-focused products include shelf-stable orange juice for center store merchandising and new canned vegetables such as Southwest corn and no-salt black beans.