Associated Wholesale Grocers Inc. (AWG) has rebranded and extended its elevated private brand with the launch of Superior Selections by Best Choice.
Introduced in 2000 as Best Choice Superior Selections, the brand began as a multi-serve frozen entrée program with 12 items. Over the years, it has grown into a line of 125 products, including sauces, olives, cheeses, coffees and frozen desserts.
The updated branding features a distinct logo and refined packaging design. The refreshed look showcases a color palette and typography with a modern feel, while retaining the Best Choice name.
“This rebrand signals our commitment to innovation and to meeting the evolving tastes of today’s discerning shoppers,” said Emily Detwiler, AWG Brands’ VP.
“Superior Selections by Best Choice is about empowering everyday chefs to elevate their meals and create memorable moments. The brand allows AWG member retailers to compete with some of the new elevated brand entries from national competitors in these types of signature products.”
The product line continues to expand, introducing new items and flavor extensions such as gourmet trail and baking mixes, cheesy potatoes and macaroni and cheese varieties. The additions aim to strengthen the brand’s presence in center store grocery, frozen and dairy aisles.
“As competition in the elevated private brand space intensifies, we’re proud to offer a brand that not only stands out on the shelf but also connects emotionally with consumers,” said Tye Anthony, AWG chief merchandising and marketing officer.
“Consumers can still expect top tier experiences at prices they can feel good about. Member retailers can expect new products that help them meet consumers’ demands for unique items, while building on recent brand successes like those of Pure Wonder by Best Choice and Hello World by Best Choice.”
Superior Selections by Best Choice products are backed by the AWG Brands’ 100 percent customer satisfaction guarantee.
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