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AWG Brands’ Introduces New Paper Assortments, Sizes, Scents

AWG Brands paper program

AWG Brands, the private brands of Associated Wholesale Grocers, has launched a new paper program in two of its private brands, Best Choice and Always Save.

With more than 20 products to help AWG member retailers compete in this competitive category, the new paper program provides difference in the assortment and quality to all markets served.

The Best Choice brand has always been dedicated to quality that is comparable or better than the national brand equivalent,” said Tye Anthony, AWG’s chief merchandising and marketing officer. “As the NBE improves, Best Choice continues to move the needle. AWG Brands is staying on top of quality expectations and trends.” 

Teams worked on the Best Choice and Always Save brands to meet and exceed shoppers’ expectations. Changes to the program include new suppliers who are positioned to provide enhanced service levels.

In addition, many of the more than 20 SKUs offered in the portfolio have new features, which launched in January and continue to roll out to member retailers. All new AWG Brands items undergo quality testing when they are introduced. Current items are tested at least once per year. This ensures AWG Brands can stand behind the 100 percent customer satisfaction guarantee promised for all its products.  

“AWG’s paper category underwent a full assortment and supplier review,” said Robert Fahr, AWG Brands’ senior sourcing manager. “AWG Brands prides itself on selection, price, service and value. All these critical factors helped to guide the final selection of vendor partners and product assortment.”  

Private brand paper towels and toilet paper are the No. 1 brand, with 40 percent and 35 percent unit share respectively in total across the U.S. Both subcategories were a focus of AWG’s  overall paper category assortment optimization, which includes offering larger pack sizes.

New items like lavender-scented bath tissue and facial tissue multi-packs round out AWG Brands’ reimagined paper category. Data from the AWG Partner Gateway facilitated the development and verification of these new items as opportunities that will provide value to AWG retailers. 

The Best Choice products also boast packaging redesigns. The new looks showcase these products on shelves, making them easy for customers to find. In addition, the new item launch is supported with promotional plans, digital coupon offers, digital marketing content and in-store signage.  

“From analytics to sourcing to end-consumer marketing, the entire team has done an incredible  job creating successful ways for our member retailers to compete,” Anthony said.  

About Associated Wholesale Grocers

AWG is the nation’s largest cooperative food wholesaler to independently-owned supermarkets, serving 1,100 member companies and more than 3,500 locations throughout 33 states from nine wholesale divisions.

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.

Read more wholesaler news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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