Best Choice, the private label brand of Kansas City, Kansas-based Associated Wholesale Grocers (AWG), has expanded and refreshed its vitamin assortment to meet growing customer demand.
“As a leading private brand, Best Choice is committed to staying on top of market trends with quality and value,” said Stacy Leeton, AWG category manager.
“With the expanded vitamin assortment, Best Choice is providing AWG member retailers with the products they need to succeed in a competitive market, while offering consumers the health and wellness options they trust and prefer.”
The Best Choice vitamin portfolio has grown to more than 80 SKUs, providing a broader selection that aligns with the latest consumer trends, including the growing demand for sleep aids such as melatonin, multivitamins and chewable supplements.
As part of the assortment update, Best Choice is introducing 14 gummy vitamins, capitalizing on the increasing consumer preference for this supplemental format.
“Our commitment to innovation and quality drives everything we do within the Best Choice brand,” said Tye Anthony, AWG’s chief merchandising and marketing officer. “Like all Best Choice products, the new vitamins have undergone stringent quality testing and are backed by the AWG Brands’ 100 percent customer satisfaction guarantee.”
The total U.S. market for vitamins boasts annual sales of $14.4 billion, with private brands capturing $2.8 billion of that figure. Private brands have become the leader in the vitamin category, holding a 22.5 percent dollar share and a 29.2 percent unit share.
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About AWG Brands
AWG Brands is Associated Wholesale Grocers’ private brand program consisting of Always Save, Best Choice, Clearly by Best Choice and Best Choice Superior Selections. The AWG Brands portfolio includes more than 4,100 products from departments across the grocery store, including center store, bakery, produce, meat and seafood, general merchandise and health, beauty and wellness.
