KANSAS CITY, Kan.
Updated lineup features more than 80 SKUs, including new gummy vitamins.
Best Choice®, the flagship private brand of Associated Wholesale Grocers, Inc. (AWG), is proud to announce the expansion and refresh of its vitamin assortment. This strategic move reflects the brand’s commitment to delivering high-quality, affordable health care products to AWG member retailers and their customers.
“As a leading private brand, Best Choice is committed to staying on top of market trends with quality and value,” said Stacy Leeton, AWG Category Manager. “With the expanded vitamin assortment, Best Choice is providing AWG member retailers with the products they need to succeed in a competitive market, while offering consumers the health and wellness options they trust and prefer.”
The Best Choice vitamin assortment has now grown to more than 80 SKUs, providing a broader selection that aligns with the latest consumer trends, including the growing demand for sleep aids like melatonin, multivitamins, and chewable supplements. As part of the assortment update, Best Choice is introducing 14 gummy vitamins for the first time, capitalizing on the increasing consumer preference for this convenient and enjoyable supplemental format. By expanding the product offering in these areas, Best Choice is well-positioned to meet the needs of both current and new customers.
“Our commitment to innovation and quality drives everything we do within the Best Choice brand,” said Tye Anthony, AWG Chief Merchandising and Marketing Officer. “Like all Best Choice products, the new vitamins have undergone stringent quality testing and are backed by the AWG Brands’ 100% customer satisfaction guarantee.”
The total U.S. market for vitamins boasts annual sales of $14.4 billion, with private brands capturing $2.8 billion of that total. Private brands have become the leader in the vitamin category, holding a 22.5% dollar share and a 29.2% unit share. With this expansion, Best Choice is poised to further strengthen its position in this dynamic market.
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 more than 3,400 locations throughout 33 states from 9 wholesale division support centers. Consolidated sales for AWG in 2023 were $12.4 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®, Clearly by Best Choice™, and Best Choice® Superior Selections®. 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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