KANSAS CITY, Kan.
Marking a quarter-century of excellence with a modern rebrand and culinary innovation
AWG is proud to announce the rebrand and line extension of its elevated private brand with the launch of Superior Selections® by Best Choice®, marking 25 years of delivering elevated products at an affordable price.
Originally introduced in 2000 as Best Choice Superior Selections, the brand began as a multi-serve frozen entrée program with just 12 items. Over the years, the private brand has grown into a robust line of 125 high-quality products including sauces, olives, cheeses, coffees and frozen desserts. Through unique flavors and special ingredients, this brand has seen continued success from consumers looking for elevated products that promise culinary creativity.
Now, with a refreshed name and bold new identity, Superior Selections® by Best Choice® enters its next chapter. The updated branding features a distinct logo and refined packaging design, addressing consumer feedback about the brand and shopability. The refreshed look showcases a unique color palette, sophisticated typography, and modern feel, while still retaining the trust of the Best Choice® name.
“This rebrand signals our commitment to innovation and to meeting the evolving tastes of today’s discerning shoppers,” said Emily Detwiler, AWG Brands Vice President. “Superior Selections® by Best Choice® is about empowering everyday chefs to elevate their meals and create memorable moments. The brand allows AWG member retailers to compete with some of the new elevated brand entries from national competitors in these types of signature products.”
The product line continues to expand, introducing exciting new items and flavor extensions such as gourmet trail mixes, decadent baking mixes, cheesy potatoes, and upscale macaroni and cheese varieties. The new additions will further strengthen the brand’s presence in center store grocery, frozen, and dairy aisles.
“As competition in the elevated private brand space intensifies, we’re proud to offer a brand that not only stands out on the shelf, but also connects emotionally with consumers,” said Tye Anthony, Chief Merchandising and Marketing Officer of AWG. “Consumers can still expect top-tier experiences at prices they can feel good about. Member retailers can expect new products that help them meet consumers’ demands for unique items, while building on recent brand successes like those of Pure Wonder by Best Choice™ and Hello World by Best Choice™.”
Superior Selections® by Best Choice® products are backed by the AWG Brands’ 100% Customer Satisfaction Guarantee. Whether crafting a memorable meal, adding a touch of something special to weeknight dinners or hosting a special occasion, Superior Selections® by Best Choice® inspires home chefs to create moments of pride and joy.
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 Superior Selections® by Best Choice®. 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.
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