AWG Family of Brands is adding 64 new items to its private brand portfolio in the second quarter of 2026, expanding across Best Choice, Hello World by Best Choice, Crav’n Flavor and Wide Awake Coffee Co. brands.
The new items target health-conscious trends, seasonal demand and consumer preference for quality at-home meal solutions.
“By strategically expanding our AWG Family of Brands portfolio to include everything from high-growth lifestyle categories to essential household pack sizes, we are proving that our member retailers don’t have to choose between offering innovation and offering value – they can deliver both,” said Emily Detwiler, VP of AWG Brands.
Health and wellness
The new lineup includes five Best Choice sugar substitutes – stevia, saccharin and sucralose items – responding to increased demand as consumers manage sugar intake alongside GLP-1 medications. Hello World by Best Choice also adds a steam-distilled, fluoride-free baby water gallon option for mixing with formula, juice and cereal.
Summer grilling and at-home dining
Just in time for peak grilling season, Best Choice is introducing four bottled seasoning blends: Garlic & Herb, Signature Steak, Kickn’ Cajun and Essential Blend (salt, pepper and garlic). A pre-seasoned chicken fry mix offers convenience across cooking methods and a 3-pound kosher salt option supports the growing popularity of canning and dry-brining.
Snacks, sweets and breakfast
The expansion includes a fruity rice cereal comparable to a top-selling national brand, caramel coconut fudge cookies made with real cocoa and 16 frozen pizza varieties across rising, thin and stuffed-crust options, as nearly 80 percent of U.S. households buy frozen pizzas. Seven Asian-inspired frozen appetizers include egg rolls, crab rangoon and pot stickers. Six frozen breakfast sandwiches tap into the handheld breakfast category, which is up 16 percent year-over-year for private brands. Three mini-muffin varieties come in five-pack boxes for single servings and on-the-go snacking.
Coffee and convenience
Wide Awake Coffee Co. joins the AWG Family of Brands with eight bagged coffee flavors comparable to top-performing national brands and eight refrigerated creamers in dairy and non-dairy formats. Best Choice also adds a two-roll premium paper towel option and a four-roll soft and strong bath tissue option, responding to smaller households and travel needs.
“In today’s shifting retail landscape, the ability for independent grocers to stay ahead of consumer trends is so important,” said Tye Anthony, chief merchandising and marketing officer of AWG. “We’re ensuring our member retailers can go toe-to-toe with national chains. These new additions don’t just offer quality and value; they give our members a distinct competitive edge.”
About AWG
Associated Wholesale Grocers Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently-owned supermarkets, serving 1,100 member companies and 3,500 locations throughout 33 states from nine wholesale division support centers. Consolidated sales for AWG in 2025 were $12.2 billion.