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Meet the Brands

AWG Family of Brands

AWG Family of Brands is AWG’s private brand program consisting of proprietary brands: Always Save®, Best Choice®, Pure Wonder by Best Choice®, Hello World by Best Choice®, Clearly by Best Choice®, and Superior Selections® by Best Choice®. Each brand is unique to AWG and brings something different to the marketplace. In addition, the AWG Family of Brands portfolio includes: TopCare®, Crav’n Flavor® Paws Happy Life®, Sweet P’s Bake Shop®, Tippy Toes®, Simply Done®, Wide Awake Coffee Co.®, Full Circle Market®, Wellwerks™, Nüwerks™and select IGA® brands for IGA member retailers.
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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 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, 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 who find trust in the endorsement of Best Choice. Clearly by Best Choice products are free from artificial flavors and synthetic colors, and backed by a 100% guarantee. Visit Bestchoicebrand.com

Superior Selections® Best Choice®

Culinary creativity in the home kitchen comes alive with Superior Selections by Best Choice. This brand delivers delight to consumers who want elevated products made affordable. Through unique flavors and special ingredients, Superior Selections by Best Choice inspires every home chef to be the hero of the kitchen and create moments of pride and joy at each meal occasion. Visit Bestchoicebrand.com

TopCare®

TopCare brings quality, affordable solutions to shoppers’ everyday health, wellness, and personal care needs. From cold and flu remedies to personal products and beauty solutions, TopCare covers personal care needs with a broad assortment.

Paws Happy Life®

Behind every pounce, tail wag, or fetch is a happy pet. The mission of Paws Happy Life is to help maintain a pet’s health and well-being by offering affordable, quality treats, toys, and accessories. With Paws Happy Life products, shoppers can feel confident that they’re taking good care of their pets and giving them their happiest life.

Sweet P's Bake Shop®

Spreading smiles every day in the bakery, Sweet P’s Bake Shop allows shoppers to find ways to treat themselves and others, making every day more fun and special.

Tippy Toes®

Caring for little ones from tip to toe. Tippy Toes provides parents with a range of foods, snacks, and formulas for their little ones at a fair price.

Simply Done®

From household essentials to stationary and more, Simply Done equips households with all of the essentials needed to get through life’s everyday tasks with confidence and ease.

Full Circle Market®

Full Circle Market empowers shoppers to confidently choose, buy, and enjoy foods that match their goals, lifestyles, and preferences. The brand offers transparency and thoughtfully selected ingredients that align with modern dietary preferences (mindfully-made, organic, gluten-free, plant-based, protein-forward) without compromising taste or enjoyment.

Crav’n Flavor®

Crav’n Flavor offers great-tasting snacks, satisfying sides, delightful treats, and delicious meals for any moment or craving. It’s serious satisfaction.

Wide Awake Coffee Co®

From cold brews and dairy creamers, to traditional ground coffee, Wide Awake Coffee Co. offers coffee beverages that deliver the high quality shoppers are seeking, in a broad selection of flavors, to match any shopper’s personality.

Wellwerks™ and Nüwerks™

Wellwerks is a comprehensive wellness solution featuring clean ingredients, real nutrition and science-backed clinically studied ingredients. Wellwerks and Nüwerks make wellness accessible to everyone and is sold in product formats that connect authentically with shoppers.

IGA®

For nearly a century, the IGA Exclusive Brand private label line has been the trusted brand of choice for IGA shoppers. Great quality at a great price, IGA offers a double money back guarantee if a shopper is unsatisfied with the product. Combined with value and meal-focused promotional opportunities, IGA Exclusive Brand delivers the value shoppers need with the quality they want. Learn more about IGA® at www.iga.com

Merchant’s Choice That’s Italy

Also available to IGA member retailers, That’s Italy offers an authentic Italian-imported product line that includes pasta, sauce and pesto, oil and vinegar.

2025 Awards

PLMA Salute to Excellence

  • Best Choice from the Farm Honey Ham
  • Best Choice Honey Garlic Wing Seasoning Mix
  • Best Choice Sour Fruity Gummi Hoops
  • Best Choice Kid-Ventures Trays

Progressive Grocer Editors’ Picks for Best New Products

  • Best Choice Cinnamon Sugar Pretzel Braids
  • Best Choice From the Farm Lunch Meats

Store Brands Editors’ Picks for Best New Products

  • Best Choice Wing Sauce
  • Best Choice Avocado Oil Nonstick Cooking Spray

Happy 40th Anniversary Best Choice!

Since 1985, Best Choice has been a cornerstone for AWG member retailers, providing over 3,300 high-quality, value-driven products.

Celebrating 25 Years of Superior Selections by Best Choice.

Introducing the reimagined Superior Selections by Best Choice and its growing product portfolio.
alwayssavebrand.com  |  bestchoicebrand.com 
Always Save®, Best Choice®, Pure Wonder by Best Choice®, Hello World by Best Choice™, Clearly by Best Choice®, Best Choice® Superior Selections®, and Save-A-Label® are registered trademarks of Associated Wholesale Grocers, Inc.

TopCare®, Crav’n Flavor®, Wide Awake Coffe Co.®, Paws Happy Life®, Sweet P’s Bake Shop®, Tippy Toes®, and Simply Done® are registered trademarks of Topco.

IGA® is a registered trademark of IGA, Inc.