Comparable Quality and Value Drive AWG Brands’ Paper Program Evolution

AWG Brands New Paper Program


From soft to strong, AWG Brands’ tiered paper program introduces new
assortment, sizes and scents


AWG Brands, the private brands of Associated Wholesale Grocers, Inc. (AWG), announced the launch of a new paper program in two of its private brands, Best Choice® and Always Save®. With more than 20 products to help AWG member retailers compete in this highly competitive $16 billion category, the new paper program brings an elevated difference in the assortment and quality to all markets served.


“The Best Choice brand has always been dedicated to quality that is comparable or better than the national brand equivalent (NBE),” noted Tye Anthony, AWG Chief Merchandising and Marketing Officer. “As the NBE improves, Best Choice continues to move the needle. AWG Brands is staying on top of quality expectations and trends.”


Teams worked on both Best Choice and Always Save brands to meet and exceed shoppers’ expectations. Changes to the program include new suppliers who are positioned to provide enhanced service levels. In addition, many of the more than 20 SKUs offered in the portfolio have new features, which launched in January and continues to roll out to member retailers. All new AWG Brands items undergo rigorous quality testing when they are introduced. Existing items are then tested at least once per year. This testing ensures AWG Brands can stand behind the 100% customer satisfaction guarantee promised for all its products.


“AWG’s paper category underwent a full assortment and supplier review,” stated Robert Fahr, AWG Brands Senior Sourcing Manager. “AWG Brands prides itself on selection, price, service and value. All these critical factors helped to guide the final selection of vendor partners and product assortment.”


Private brand paper towels and toilet paper are the number one brand with 40% and 35% unit share respectively in total across the United States. Both subcategories were a focus of AWG’s overall paper category assortment optimization, which includes offering larger pack sizes, matching sheet counts more closely and delivering competitive pricing. New items like lavender scented bath tissue and facial tissue multi-packs round out AWG Brands’ reimagined paper category. Data from the AWG Partner Gateway (APG) facilitated the development and verification of these new items as opportunities that will provide value to AWG retailers.


The Best Choice products also boast packaging redesigns. The new looks showcase these products on shelves, making them easy for customers to find. In addition, the new item launch is supported with robust promotional plans, digital coupon offers, digital marketing content and cheeky in-store signage.


“From analytics to sourcing to end-consumer marketing, the entire team has done an incredible job creating successful ways for our member retailers to compete,” added Anthony.


Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and more than 3,300 locations throughout 33 states from 9 wholesale divisions. Consolidated sales for AWG in 2023 were $12.4 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies that provide certain real estate and supermarket development services, health and beauty care, general merchandise, pharmaceutical products, specialty foods, and natural and organic products.


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