Associated Wholesale Grocers (AWG) is rolling out 63 new private brand items across its Best Choice, Superior Selections by Best Choice, Tippy Toes, TopCare and Simply Done lines in the first quarter of 2026, with products hitting shelves throughout the quarter.
The expansion spans food, wellness and household categories, with one notable debut: four Tippy Toes baby formula varieties – the first time AWG member retailers can offer a private brand formula option to families.
The food additions include two new Superior Selections by Best Choice Salad Toppers – Garlic Pepper Crispy Onions and Wonton Strips – growing that line from four to six varieties. New Best Choice items include a Creamy Italian Pasta Salad kit, a Hearty Chili Mac Soup with 24 grams of protein per serving, Old Fashioned Oats in an 18-ounce format aimed at single-person households and Italian Style Panko Bread Crumbs in a resealable container. The Kid-Ventures line adds two new disposable bowls and cups with animal prints and bold colors.
On the non-food side, TopCare is adding eight electrolyte products in ready-to-drink and powder formats for both adults and children. Simply Done is expanding with nine dish soaps and detergents, 20 laundry products including detergents, fabric softeners and scent boosters and 14 household cleaners covering everything from disinfectant wipes to oven and floor care.
Strategy behind the push
AWG Brands’ VP Emily Detwiler said the Q1 lineup reflects how families are shopping and cooking today.
“Our goal with product innovation is to provide AWG member retailers with a lineup that resonates with the way families eat and live today. Whether it’s the kid-centric convenience of our Kid-Ventures line or the gourmet flair of our Superior Selections by Best Choice salad toppers, AWG Brands is dedicated to delivering national-brand or better quality at a price point that supports the independent grocer and their customers,” Detwiler said.
Tye Anthony, chief merchandising and marketing officer of AWG, framed the expansion in terms of member profitability.
“Our strategy is centered on providing AWG members with a competitive edge through product innovation that helps improve their bottom line. By prioritizing private brand growth, we are empowering AWG members to capture higher margins and drive long-term profitability with value-driven alternatives that provide shoppers significant savings over national brands,” Anthony said.
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