AWG Launches Exclusive Wellwerks™ and Nüwerks™ Private Brand Program

AWG, the nation’s largest retailer owned grocery cooperative, today announced the launch of the Wellwerks™ and Nüwerks™ destination of wellness products as exclusive brands within the AWG private brands portfolio. AWG holds exclusive distribution rights to the Wellwerks and Nüwerks brands in the 33 states where AWG’s network of more than 1,100 member retailers and 3,500 retail locations operate. The new lines deliver food and beverage solutions that focus on meeting consumer needs for high-protein, science-backed functional ingredients, and clean labels. Wellwerks’ focus is on familiar, nostalgic formats – popcorn, trail mix, granola, oat cups, bars, kids’ treats – quietly upgraded with science-backed benefits; including protein, gut health, immune support, focus, and metabolic health.  In addition, Nüwerks, a line of modern nutraceuticals, will provide a value offering of vitamins, supergreens, protein powders, and supplements.

The program represents one of the most comprehensive private brand wellness sets launched at retail; bringing together functional grocery formats and modern supplement formats under two exclusive brands. Designed for fast execution, clear on-shelf communication, and repeat purchase, the platform enables retailers to compete credibly in today’s rapidly evolving wellness category.

“As Associated Wholesale Grocers celebrates 100 years of service to our member retailers, we are proud to add this new program to our portfolio of private brands. This is exactly the kind of program our member retailers are asking for; relevant wellness innovation that is easy to execute and built for grocery retail,” said Emily Detwiler, Vice President of Private Brands, Associated Wholesale Grocers. “Wellwerks and Nüwerks give AWG member retailers an exclusive way to deliver on-trend functional foods, beverages, and supplements shoppers are actively seeking, all within a private brand wellness set they can launch with confidence and offer their shoppers at a good value.”

“AWG is the leader in serving independent grocery retailers within private brands. This new program is about helping AWG members win in wellness with speed and credibility,” said Tye Anthony, Chief Merchandising and Marketing Officer of AWG. “We built a shelf-ready program that is practical for retailers to execute, compelling for shoppers, and designed to drive repeat purchases to ultimately build retailers’ bottom line. We are honored to present this solution to our members and their shoppers.”

“From a nutrition standpoint, this portfolio checks the boxes consumers care about today without gimmicks,” said Kristin Kirkpatrick, MS, RD, senior dietitian and strategic advisor to the program. “We prioritized clinically studied ingredients, meaningful dosages, and cleaner labels so shoppers can feel confident in what they are buying.”

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.