AWG Family of Brands Unveils New Item Lineup, Expanding Value, Convenience, and Better-For-You Offerings

As shoppers prepare for the busy fall, tailgating, and holiday seasons, AWG Family of Brands, the private brands program of Associated Wholesale Grocers, Inc. (AWG), is excited to announce a large rollout of new products. This launch introduces an array of quality, budget-friendly items across multiple categories, ensuring independent retailers can meet consumer demand for value, convenient meal solutions, protein-added items, and elevated culinary experiences.

“This robust product expansion introduces exciting new flavors and essential staples, while welcoming new brands to the AWG Family of Brands program,” said Emily Detwiler, Vice President of AWG Brands. “By expanding all tiers of our private-brands portfolio, value, national brand equivalent, better-for-you, and elevated, we’re ensuring AWG member retailers are equipped for total business growth.”

The new additions include:

Elevated Culinary Options – To meet the growing demand for elevated experiences, AWG is expanding its assortment, focusing on consumers wanting value-added products:

• Superior Selections® by Best Choice® Pasta & Sauces: Imported from Italy, this line of five bronze-cut pastas and eight sauces appeals to consumers seeking an authentic, elevated experience.
  
  
• Wide Awake Coffee Co.®: Expanding the coffee category with new flavored syrups, single-serve coffee pods, and organic bag coffee, these items appeal to shoppers who want to customize their coffee routine.

Convenience & Quick Meal Solutions – With busy weeknights and shifting consumer eating habits, quick meal starters and high-protein options take center stage:

• Crav’n Flavor® Asian-Inspired Meal Starters: Adding major convenience for weeknight dinners, these new meal starters are available in mandarin orange, General Tso’s, sweet & sour, crispy honey, and crispy teriyaki chicken.
  
  
• Best Choice® Protein Mac & Cheese: Available in cheddar and white cheddar shells, these new items pack an impressive 14 grams of protein and 6 grams of fiber per serving.
  
  
• Crav’n Flavor Beef Sticks: Tapping into the meat snack category, which is currently seeing 14% market growth, these four new items provide a savory, on-the-go protein boost.
  
  
• Best Choice Extra Virgin Olive Oil: Three new varieties, available in multiple sizes, accommodate different cooking needs and budgets.

Holiday Prep & Everyday Value – As families prepare for large gatherings and look to stretch their grocery dollars, new bulk and budget-friendly items provide uncompromising quality:

• Always Save® Canned Gravy: Launched just in time for the Q4 holiday season, these opening-price-point items are available in four flavors: chicken, beef, mushroom, and turkey.
  
  
• Always Save Hot Cocoa Mix: Now available in a convenient new canister, allowing flexible consumption for either a single warm cup or large-batch quantities.
  
  
• Best Choice Half & Half and Heavy Whipping Cream: Featuring the same trusted formulas as the 16-ounce and 32-ounce options, this new 64-ounce size is perfect for large families and holiday baking, driving significant savings.
  
  
• Best Choice Shelf-Stable Orange Juice: Offering extended shelf life and easy center-store merchandising without taking up valuable refrigerated space.
  
  
• Best Choice Canned Vegetables: Expanding pantry staples with Southwest Corn and No-Salt Black Beans.

Tailgating & Entertaining Essentials – Ready for game day and fall entertaining, the AWG Family of Brands is launching new snacks and bold flavors:

• Best Choice Salsas: Four exciting new varieties including peach & pineapple chipotle, roasted chipotle, salsa roja, and thick & chunky hot. New flavor bars on the packaging make it easy for shoppers to quickly identify mild, medium, or hot heat levels.
  
  
• Best Choice Hickory Smoked BBQ Seasoning: A sweet and smoky blend perfect for tailgating season expands the popular Best Choice seasoning line.
  
  
• Best Choice Ready-to-Eat Popcorn: Convenient snacking available in sea salt, butter, and white cheddar flavors.

Non-Food Necessities – Household essentials that offer value and convenience:

• Best Choice Light Bulbs: Enhancing the household aisle, seven new LED light bulb options are available in various shapes and sizes.
  
  
• Best Choice Trash Bags: A line extension of Best Choice’s highly durable trash bag line, allowing member retailers to offer more breadth in assortment that matches the national brand lineup at a better price.
  
  
• Best Choice Butcher and Parchment Paper Sheets: Just in time for holiday cooking and baking, these two new items make meal prep easier.

Better-For-You – To meet consumer demand for health-conscious products, AWG is growing its product offerings with the Full Circle Market brand:

• Full Circle Market®: Now part of the AWG Family of Brands lineup, this brand caters to health-conscious shoppers looking for better-for-you options. With over 250 items newly added to the AWG Family of Brands assortment, shoppers can enjoy a wide variety of organic, gluten-free, protein-added, plant-based, and mindfully made products.

“Every item in this Q3 and Q4 rollout is backed by market research and sales analytics,” said Tye Anthony, chief merchandising and marketing officer at AWG. “We not only track what’s currently selling, but we actively monitor emerging category trends, like the sudden growth in meat snacks, rapid rise in demand for high-protein alternatives, and consumer desire for flavor-forward trends, convenience, or international influence. This data-filled approach ensures we are equipping our member retailers with the products, sizes, and price points shoppers are looking for right now.”

These new products are currently rolling out to AWG member retailers. Shoppers can expect to see many products already on shelves, with additional items appearing throughout the end of the year.

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 2025 were $12.2 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.