AWG Brands Unveils 35 New Products Designed to Boost Holiday Sales

New lineup includes unique and seasonal flavors, convenient meal solutions, and everyday essentials to capture shopper demand.

In a strategic push ahead of the holiday season, AWG Brands, the private brands program of Associated Wholesale Grocers, Inc. (AWG), announced an expansion of its portfolio with 35 new products from Always Save®, Best Choice®, and Superior Selections® by Best Choice®. The launch includes grocery and household items aimed squarely at helping AWG member retailers increase sales and offer compelling value to shoppers throughout the busy fourth quarter.

“AWG Brands’ new innovation is all about helping our member retailers provide solutions for their shoppers during the busy holiday season,” said Emily Detwiler, Vice President of AWG Brands. “From quick and elevated meals to festive baking staples and savory summer sausages perfect for entertaining, we’re giving shoppers high-quality, on-trend options without the national brand price tag. This allows retailers to be a one-stop shop for holiday gatherings, everyday meals, and everything in between.”

The new items include:

• Superior Selections® by Best Choice® Trail Mix (3 items) – Indulgent mixes along with wellness and functionality are growing at retail. New indulgent flavors include Peanut Butter Cup and Dark Chocolate Mint, while Omega addresses the health trend.
  
  
• Superior Selections® by Best Choice® Aioli Spreads (3 items) – With private brands condiments outpacing the rest of the market, this new lineup of aioli spreads is adding flavor to shoppers’ baskets. Varieties include: Chipotle, Garlic, and Sriracha.
  
  
• Superior Selections® by Best Choice® Soups (5 items) – Just in time for soup season, these elevated flavors offer shoppers spicy, savory, and unique options. Five varieties include: Calabrian Chili & Tomato Orzo, Pasta Fazool, Creamy Jalapeno Corn Chowder, Minestrone, and Creamy Tomato Parmesan Bisque.
  
  
• Superior Selections® by Best Choice® Dinners & Sides (6 items) – Made with real cheese and elevated flavor combinations, three macaroni and cheese dinners include Smoky Cheddar Gouda, Italian Inspired 5-Cheese, and Cheddar Bacon. In addition, three potato casserole mixes include Mediterranean Herb & Cheddar Cheese, Applewood Smoked Cheddar Cheese & Bacon, and Creamy Swiss & Parmesan Cheese.
  
  
• Superior Selections® by Best Choice® Seasonal Syrups (2 items) – Available only during the Q4 holiday season, the new Praline and Pumpkin Spice limited-time flavors elevate at-home breakfasts and recipes.
  
  
• Best Choice® from the Farm Summer Sausages (3 item) – Available in Original, Garlic, and Jalapeno Cheddar, these are perfect for charcuterie boards and holiday gifts.
  
  
• Best Choice® Cleaning Kits and Supplies (5 item) – Private brands are leading the entire cleaning category in dollar growth. Two new cleaning kits and three cleaning solutions are joining the lineup.
  
  
• Best Choice® Instant Potatoes (1 item) – This 4-pack of buttery mashed potatoes adds convenience and portion control for shoppers.
  
  
• Best Choice® White Corn Syrup and Molasses (2 items) – With the holiday baking season right around the corner, these two items are an excellent addition to a baking set.
  
  
• Best Choice® Designer Kids Cups (1 item) – Perfect for kids beverages, arts & crafts, or on-the-go snacking, these new 5-once cups with fun designs were made with children in mind.
  
  
• Best Choice® Seasoning Mixes (2 items) – The popular Ranch Dressing Mix now comes in an easy-to-use shaker bottle perfect for adding flavor to snacks, salads, or recipes. In addition, the Best Choice Extra Crispy Coating Mix is available in a 2-pouch container adding value to shopping trips.
  
  
• Always Save® Value Breakfast Items (2 items) – Now in a large 60-ounce container, Always Save Non-Dairy Coffee Creamer offers a big-box value to shoppers. The cereal line also grows with the addition of the Apple Wheels variety.

“These 35 new products represent a targeted investment in our member retailers’ success during the most critical sales quarter of the year” said Tye Anthony, Chief Merchandising and Marketing Officer of AWG. “By expanding our elevated Superior Selections line and strengthening our core Best Choice and Always Save offerings, we’re not just launching products; we’re providing a competitive advantage. We are empowering member retailers to meet their customers’ needs for value, convenience, and quality, which is paramount during the holiday season.”

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 3,500 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.