Classic Savings, Contemporary Look: Always Save® Brand Modernizes Packaging

Always Save reinvents the value tier look to drive competitive edge for AWG member retailers

AWG announced a fresh new look for Always Save®, its premier opening price point private brand. After nearly a decade, the Always Save packaging is receiving a makeover that modernizes its shelf presence while staying true to its fun personality and trusted products that shoppers have relied on for more than 40 years.

The updated design was developed through a collaborative process, incorporating direct feedback from AWG member retailers, internal teammates, and Gen Z shoppers. The objective was to create a visual identity that feels familiar to longtime fans, while appealing to a new generation of shoppers seeking quality grocery essentials at everyday low prices.

While many competitors in the value tier have shifted toward minimalist or plain, white packaging, Always Save is leaning into its unique identity. The redesign retains the brand’s iconic yellow and recognizable logo, but introduces a bold expanded color palette, modernized typography, and playful arrows and call outs. These elements preserve the brand’s signature quirky and fun nature, while ensuring products stand out on increasingly crowded shelves.

“While many brands in the value tier are stripping away personality in favor of plain packaging, we believe Always Save has a unique character worth celebrating,” said Emily Detwiler, AWG Brands Vice President. “Always Save is our opening price point brand, but it’s also a brand with heart. This refresh allows us to maintain that fun, approachable spirit and continue to communicate value to the shoppers, while standing out to the next generation of value-conscious consumers.”

With a portfolio of 550 key known value items across the grocery store, Always Save remains an affordable brand that consumers can trust. Every product is backed by a 100% satisfaction guarantee, ensuring that choosing the “best price” doesn’t mean sacrificing quality.

“As we modernize the Always Save packaging to appeal to a new generation of value-seekers, it’s vital that we maintain the integrity of the product inside,” said Tye Anthony, AWG Chief Merchandising and Marketing Officer. “The new packaging features an updated quality guarantee seal, but the meaning behind that seal won’t change. This refresh ensures Always Save remains a powerful, dependable tool for AWG member retailers to compete and win in the value tier.”

The brand evolution extends beyond the packaging; AWG member retailers will also have access to refreshed in-store signage and updated digital marketing assets to create a cohesive experience for shoppers. This comprehensive update is designed to strengthen the competitive edge of AWG retailers in the value tier, providing them with a high-impact brand that drives customer loyalty.

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.