AWG Brands Overhauls Oral Care Category

AWG Brands Oral Care


AWG Brands, the private brands of Associated Wholesale Grocers, Inc. (AWG), is expanding its oral care offerings to help member retailers capitalize on this $10.6B category. This AWG Brands assortment revitalization comes about as a component of AWG’s strategic review of all categories in collaboration with key vendor partners. This work includes opportunity alignment illuminated by the company’s proprietary AWG Partner Gateway data-sharing platform, giving AWG and vendor partners one version of the truth.


“After extensive work with our vendor partners and knowing oral care is a high-usage category, we knew the oral care category was an area where we could grow our presence of the Always Save® and Best Choice® brands,” said Emily Detwiler, Executive Director, AWG Brands. “We want to make sure we have options for consumers across different brands and usage types.”


AWG Brands’ overhaul in this category includes extending into new subcategories such as interdental brushes and soft picks. A focus is also on kids’ items, such as toothbrushes with fun characters, bright colors, and suctions cups. Oral care items are also launching in the Always Save brand for the first time. Always Save is the opening price point and value focused brand of the four AWG Brands. These items will help member retailers compete in the value segment.


New items were also launched in AWG Brands’ flagship brand, Best Choice. According to AWG research, there have been a substantial number of national brand oral care products launched in the last five years. Upholding Best Choice’s promise to offer equivalent options to these national brands has helped drive sourcing of the new Best Choice oral care items. In total, 11 new items are available to AWG member retailers in the Best Choice brand.


“Oral health is both functional and aesthetic for consumers,” said Stacy Leeton, AWG Sr. Category Manager Health & Wellness. “They are looking for quality products that go above and beyond to help them with their oral health without high costs and these Always Save and Best Choice products fill those needs.”


The average U.S. household purchases oral care items 10 times per year, but shoppers only spend 39 seconds in the aisle each time. As a whole, AWG Brands is putting an emphasis on growing this important category through quality, value-driven products that meet consumer needs both functionally and financially.


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 3,400 locations throughout 31 states from 9 wholesale Divisions. Consolidated sales for AWG are $12.3 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies which provide certain real estate and supermarket development services, health and beauty care, general merchandise, pharmaceutical products, specialty foods, and natural and organic products. For more information, visit


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