Last updated on June 24th, 2024
AWG Brands, the private label brands of Kansas City, Kansas-based Associated Wholesale Grocers, has redeveloped its AWG Brands ice cream portfolio, including the addition of 12 flavors and sizes.
Recent research from AWG’s ice cream category review revealed that private brands are No. 1 in total U.S. dollar share, with nearly 20 percent in the $16.9 billion category.
“Year-over-year private brand ice cream growth is outperforming the total category,” said Tye Anthony, AWG’s 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 percent 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 mix-ins and a higher butter fat content, which creates a richer experience. Flavors are offered in 48-ounce containers and pint sizes, the latter which allows shoppers to try a new brand and flavors without spending much money.
“Indulgence is driving innovation,” said Brady Manning, AWG’s 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 low-cost options.
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 nearly half of total ice cream sales. AWG Brands will offer 17 ice cream novelty SKUs with a few strategic size changes to the Best Choice assortment. This will ensure its offerings match the national brand equivalent.
The new AWG Brands assortment will start shipping to stores this month and can only be found at AWG member retailers.
Read more private label news from The Shelby Report.
