Clearly by Best Choice, a private brand of Kansas City, Kansas-based Associated Wholesale Grocers Inc., has launched a new line of hair and body care products which are 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,” Sapp said. “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 separate brands: Best Choice, Always Save, Clearly by Best Choice and Best Choice Superior Selections. 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, AWG is helping retailers communicate the benefits of these products to customers.