Kansas City, Kan.
Providing Quality Pet Products for Dogs, Cats, and Birds
AWG Brands, the private brands program of Associated Wholesale Grocers, Inc. (AWG), is excited to announce the launch of Pure Wonder by Best Choice™, a new brand dedicated to pets. Available starting in April 2025, the brand offers a comprehensive range of pet products, including food and essentials for dogs, cats, and birds.
The decision to introduce Pure Wonder by Best Choice was driven by extensive research and analytics that showed pet ownership continues to rise, and pet owners increasingly view their pets as beloved family members. This emotional connection makes the pet category highly personal, with purchase decisions often driven by a desire to provide quality care at a value. Affordability, innovation, and trust are key factors in building long-term customer loyalty as private brand pet products continue to gain popularity and attract new customers.
“Pure Wonder by Best Choice offers a unique opportunity for pet owners to provide quality products for their furry and feathered family members, while saving money,” said Emily Detwiler, AWG Brands Vice President. “We’ve crafted a line that combines the trusted quality of the Best Choice brand with pet products designed to meet the needs of pets and their owners—without compromising on value.”
Key Highlights of Pure Wonder by Best Choice:
- Over 80 pet products for dogs, cats, and birds.
- Quality consistent with the technical and nutritional specifications of national brand equivalents.
- Comparable flavors and sizing assortments to mainstream national brands.
- Backed by the Best Choice 100% Guarantee.
“Introducing Pure Wonder by Best Choice is a natural extension of our mission to provide quality, affordable options for AWG member retailers and their customers,” said Tye Anthony, AWG Chief Merchandising and Marketing Officer. “Pure Wonder by Best Choice is more than just a product line—it’s a commitment to enhancing the AWG Brands portfolio. It’s also a commitment to help our members succeed in the pet food category overall, enhancing their national and private brand offerings.”
The new Pure Wonder by Best Choice product packaging features a contemporary design. Bold color blocking helps differentiate between SKUs and creates a visually striking look that stands out on shelf, making it easy for consumers to shop. In addition, a full suite of marketing resources is available to support member retailers with the launch of this new brand, including in-store signage kits, digital coupons, social media and web content, promotional opportunities, and more that will draw shoppers’ attention to the brand.
ABOUT ASSOCIATED WHOLESALE GROCERS, INC.
Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and 3,400 locations throughout 33 states from 9 wholesale division support centers. Consolidated sales for AWG in 2024 were $12.1 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies that provide certain real estate and supermarket development services, and pharmaceutical products.
ABOUT AWG BRANDS
AWG Brands is Associated Wholesale Grocers’ private brand program consisting of Always Save®, Best Choice®, Pure Wonder by Best Choice™, Hello World by Best Choice™, Clearly by Best Choice™, and Best Choice® Superior Selections®. The AWG Brands portfolio includes more than 4,100 products from departments across the grocery store including center store grocery, bakery, produce, meat and seafood, general merchandise, and health, beauty and wellness. Learn more at awginc.com/awg-brands.
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