Bold Flavors, Better Choices: AWG Family of Brands Unveils Q2 New Item Lineup

Featuring an expanded snacking assortment, seasonal grilling must-haves, and GLP-1-friendly sugar substitutes, the latest expansion addresses the rapidly shifting needs of shoppers.

AWG Family of Brands, the private brands program of Associated Wholesale Grocers, Inc. (AWG), is adding 64 new items to its product portfolio in the second quarter of 2026. This quarter’s expansion across the Best Choice®, Hello World by Best Choice®, Crav’n Flavor®, and Wide Awake Coffee Co.® brands reflect a focus on health-conscious trends, seasonal demand, and the increasing consumer preference for quality, at-home meal solutions.

“By strategically expanding our AWG Family of Brands portfolio to include everything from high-growth lifestyle categories to essential household pack sizes, we are proving that our member retailers don’t have to choose between offering innovation and offering value – they can deliver both,” said Emily Detwiler, Vice President of AWG Brands. This commitment directly aligns with AWG’s core mission: to provide our member retailers all the tools, products and services they need to compete favorably in all markets served.

The new additions include:

Enhancing Health & Wellness – as health trends shift, multiple brands are meeting the demand for smarter alternatives.

• Best Choice® Sugar Substitutes (5 items) – Stevia, saccharin and sucralose items are seeing a surge in popularity as consumers manage sugar intake alongside GLP-1 medications.
  
  
• Hello World by Best Choice™ Baby Water (1 item) – A steam-distilled, fluoride-free gallon option designed specifically for mixing with formula, juice and cereal.

Boosting At-Home Dining and Grilling – Best Choice leans into big flavor just in time for summer.

• Best Choice® Seasonings (4 items) – Arriving just in time for peak grilling season, four new bottled blends include Garlic & Herb, Signature Steak, Kickn’ Cajun, and the Essential Blend (Salt, Pepper & Garlic).
  
  
• Best Choice® Chicken Fry Mix (1 item) – This pre-seasoned mix offers ultimate convenience across various cooking methods, encouraging cross-category sales in the meat and condiment aisles.
  
  
• Best Choice® Kosher Salt (1 item) – To support the growing popularity of canning and dry-brining of proteins, this salt option is debuting in a 3 lb. size.

Expanding Snacks, Sweets, and Breakfast – Convenience is key with new frozen items and ready-to-eat options.

• Best Choice® Fruity Rice Cereal (1 item) – A fun kid-friendly addition comparable to one of the national top-selling cereal varieties.
  
  
• Best Choice® Caramel Coconut Fudge Cookies (1 item) – An indulgent treat made with real cocoa.
  
  
• Crav’n Flavor® Frozen Pizzas (16 items) – Rising, thin and stuffed-crust varieties for the nearly 80% of U.S. households that buy frozen pizzas.
  
  
• Crav’n Flavor® Frozen Appetizers (7 items) – Asian-inspired flavors, including egg rolls, crab rangoon and pot stickers that are easy to prepare.
  
  
• Crav’n Flavor® Frozen Breakfast Sandwiches (6 items) – Quick and convenient options for extra protein on-the-go. The handheld breakfast category continues to grow (up 16% year over year for private brands).
  
  
• Crav’n Flavor® Mini Muffins (3 items) – 5-pack boxes perfectly portioned for a single serving and on-on-go snacks.

Waking up the Coffee Category – Wide Awake Coffee Co. items join the AWG Family of Brands.

• Wide Awake Coffee Co.® Bagged Coffee (8 items) – A robust lineup of top flavors comparable to top-performing national brands.
  
  
• Wide Awake Coffee Co.® Refrigerated Creamers (8 items) – Available in both dairy and non-dairy formats.
  Adding Convenience in Household Care – Responding to the needs of smaller households and travel.
  
  
• Best Choice® Premium Paper Towels (1 item) – New two-roll option is perfect for consumers looking to buy smaller pack sizes.
  
  
• Best Choice® Soft & Strong Bath Tissue (1 item) – Now available in a four-roll option as a smaller pack size.

“In today’s shifting retail landscape, the ability for independent grocers to stay ahead of consumer trends is so important,” said Tye Anthony, Chief Merchandising and Marketing Officer of AWG. “We’re ensuring our member retailers can go toe-to-toe with national chains. These new additions don’t just offer quality and value; they give our members a distinct competitive edge.”

These new products are now available to AWG member retailers. Shoppers can expect to see products appearing on shelves throughout the summer.

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.