Scooping Up Ice Cream Sales with New AWG Brands Offerings

AWG Brands Ice Cream


AWG meets varying consumer needs with value-to-indulgent portfolio of 69 items.


AWG Brands, the private label brands of Associated Wholesale Grocers, Inc. (AWG), announced the introduction of new ice cream offerings in multiple flavors and sizes. Recent research from AWG’s ice cream category review revealed that private brands are the number one in total U.S. dollar share with almost 20% in this $16.9 billion total category. With this data and additional analytics from the company’s proprietary AWG Partner Gateway data-sharing platform, AWG redeveloped its AWG Brands ice cream portfolio.


“Year-over-year private brands ice cream growth is outperforming the total category,” said Tye Anthony, AWG Chief Merchandising and Marketing Officer. “With this in mind, the AWG teams focused on bringing the right mix of ice cream offerings to member retailers so they can service the wide range of customers shopping in this category.”


AWG’s category review research also showed that indulgence is continually top of mind for consumers and 50% will continue to treat themselves in the inflationary economy. In response, AWG Brands is introducing an elevated ice cream line in the Best Choice® Superior Selections® brand. Twelve flavors were developed that include decadent mix-ins and a higher butter fat content, which creates a richer ice cream-eating experience. Flavors are offered in 48-ounce containers and pint sizes; both sizes are showing continued growth. The pint-size offers an easy entry for consumers who want to try a new brand and flavors and also allows them to indulge without a large spend.


“Indulgence is driving innovation,” said Brady Manning, AWG Director of Category Management. “Unique flavors with elevated quality will differentiate these products in member retailers’ stores and build loyalty among shoppers.”


AWG Brands also refined its Always Save® and Best Choice® ice cream lines. Always Save, the opening price point brand that recently celebrated its 40th anniversary, offers ice cream squares and pails featuring key basic flavors. Its cost considerate formulas can help AWG member retailers compete better and provide everyday low-cost options for their consumers. Best Choice pails and 48-ounce containers underwent reformulation and flavor rationalization to better align to the national brand equivalent and best-in-tier offerings.


Ice cream novelties continue to drive growth and account for almost half of total ice cream sales. AWG Brands will offer 17 ice cream novelty SKUs with a few strategic size changes to the current Best Choice assortment. This will ensure the Best Choice offerings match the national brand equivalent.


The new AWG Brands assortment will start shipping to stores this month and can only be found exclusively on AWG member retailer shelves.


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 3,300 locations throughout 33 states from 9 wholesale divisions. 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, health and beauty care, general merchandise, pharmaceutical products, specialty foods, and natural and organic products.


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