Clearly by Best Choice™ Introduces “Free From” Hair and Body Care Line

Clearly By Best Choice Hair and Body


Clearly by Best Choice™, a private brand of Associated Wholesale Grocers, Inc. (AWG), launched a new line of hair and body care products, which are completely free from synthetic dyes and fragrances. The brand is entering the naturals hair and body care category with 11 new items.


“We’ve seen this category double in dollar share since 2016, so we know consumers are looking for natural options in their health and beauty products,” said Sara Sapp, health and beauty care category manager at AWG. “AWG’s Clearly by Best Choice™ brand is focused on the better-for-you consumer, so these products are a perfect fit for the brand.”


The new line consists of shampoos, conditioners, body washes, and lotions. There are three scents available: citrus thyme, lavender, or tea tree. All of these products contain no added parabens, sulfates, phthalates, or formaldehyde.


“Our research shows that more than 30 percent of skin cleansing shoppers prefer natural products that are free from harsh ingredients,” added Sapp. “We’re excited that AWG member retailers can now offer their customers and potential customers these products through AWG Brands.”


AWG Brands is the private brands program of AWG and consists of four distinct brands. The Clearly by Best Choice™ brand aims to provide AWG member retailers with a way to attract better-for-you, lifestyle-driven consumers. The brands’ portfolio continues to grow as more lifestyle preferences become mainstream. Through new in-store signage, marketing collateral, and merchandising support such as planograms, AWG is helping retailers communicate the benefits of these products to customers.


Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving 1,100 member companies and over 3,400 locations throughout 31 states from 9 wholesale Divisions. Consolidated sales for AWG are $12.3 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies which provide certain real estate and supermarket development services, health and beauty care, general merchandise, pharmaceutical products, specialty foods, and natural and organic products. For more information, visit


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