Meet the Brands

What is AWG Brands?

AWG Brands is AWG’s 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®. Each brand is unique to AWG and brings something different to the marketplace.

AWG Brands CONTINUUM 2024-02 Positionings All

Always Save®

An opening price point brand consumers can trust. That’s what the Always Save® brand means for AWG member retailers. Hundreds of key value items across the store carry the opening price point or best price per unit of measurement, everyday. Always Save® products are backed by a 100% guarantee, ensuring quality products that compete for even the most budget-conscious customer’s business. Visit: Alwayssavebrand.com

Best Choice®

Comparable quality, better price. Best Choice® offers customers more than 3,300 products that meet or exceed the quality standards of national brand alternatives while leveraging scale and efficiency to keep the pricing lower than equivalent items. The portfolio includes center store, dairy, frozen, fresh, non-food, health, beauty, and general merchandise to help build brand trust and awareness throughout your store. All products are backed up by a 100% customer satisfaction guarantee. Visit Bestchoicebrand.com

Pure Wonder by Best Choice™

Food and other pet essentials for dogs, cats, and birds. Pure Wonder by Best Choice provides quality products for pet owners, who often consider their pets as members of their families. Backed by the Best Choice 100% Guarantee, pet owners can feel confident in Pure Wonder by Best Choice products, while also finding value in their purchases.

Hello World by Best Choice™

Parents, especially first-time parents, are looking for trusted products to give their children the best, while also balancing the new expenses that come with parenthood. Hello World by Best Choice provides parents with quality diapers, wipes, and health and wellness essentials for their little ones at a better value compared to the national brand. All backed by the Best Choice 100% Guarantee.

Clearly by Best Choice™

The Clearly by Best Choice™ brand aims to provide member retailers a way to attract better-for-you, lifestyle-driven consumers. These consumers want products that meet their organic, gluten free, and plant based preferences with more segments being addressed as they become mainstream. Clearly by Best Choice™ food products are free from artificial flavors and synthetic colors, while non-food products are free from synthetic dyes and synthetic fragrances. All are backed by a 100% guarantee. Visit Bestchoicebrand.com

Best Choice® Superior Selections®

Culinary creativity in the home kitchen is back. Cater to consumers elevating their favorite recipes, adding a touch of something special to weeknight dinners, or sharing sweet treats by offering the full assortment of elevated everyday items in Best Choice® Superior Selections®. Seasonal and value-added items make up this brand and deliver delight to consumers looking for the most delicious deals. Visit Bestchoicebrand.com

IGA®

AWG is pleased to be an IGA® licensed distributor of its quality private brand products featuring outstanding quality that is better than national brands. Customers can fill their pantry without emptying their pocketbooks and focus on what really matters: quality time around the table. Learn more about IGA® at www.iga.com

Recent Product Awards

Store Brands Editors Picks for Best New Products

  • Best Choice Superior Selections Ice Cream – Gold Award in Ice Cream Category
  • Clearly by Best Choice Canola Oil Spray – Silver Award in Oil & Vinegar Category
  • Best Choice from the Bakery – Silver Award in Sweets Category

Progressive Grocer Editors’ Picks for Best New Products

  • Best Choice Superior Selections Salad Dressings

PLMA Salute to Excellence Awards:

  • Category: Breakfast Cereals Always Save® Marshmallow Glitters
  • Category: Children’s Oral Care Always Save® Suction Cup Kids Toothbrushes 2pk

Happy 40th Anniversary Always Save!

Take a look at what makes this opening price point brand so special and check out the latest innovation.

AWG Brands Townhall

Join AWG Chief Merchandising & Marketing Officer, Tye Anthony, for a deep dive into AWG Brands.

Always Save®, Best Choice®, Clearly by Best Choice, Best Choice® Superior Selections®, and Save-A-Label® are registered trademarks of Associated Wholesale Grocers, Inc.

IGA® is a registered trademark of IGA, Inc.