AWG Family of Brands, the private brands program of Associated Wholesale Grocers, has announced a large rollout of new products that it says are designed to help independent retailers meet demand for value, convenient meal solutions, protein-added items and elevated culinary experiences heading into the fall and holiday seasons.
“This robust product expansion introduces exciting new flavors and essential staples, while welcoming new brands to the AWG Family of Brands program,” said Emily Detwiler, VP of AWG Brands. “By expanding all tiers of our private-brands portfolio, value, national brand equivalent, better-for-you and elevated, we’re ensuring AWG member retailers are equipped for total business growth.”
The headline addition is Full Circle Market, now part of the AWG Family of Brands lineup with more than 250 items newly added to the assortment, giving health-conscious shoppers organic, gluten-free, protein-added and plant-based options.
Other additions by category:
- Elevated culinary: Superior Selections by Best Choice pasta and sauces, five bronze-cut pastas and eight sauces imported from Italy, plus Wide Awake Coffee Co. flavored syrups, single-serve pods and organic bag coffee.
- Convenience and protein: Crav’n Flavor Asian-inspired meal starters in five varieties including General Tso’s and crispy teriyaki chicken; Best Choice protein mac and cheese with 14 grams of protein and 6 grams of fiber per serving; Crav’n Flavor beef sticks, tapping a meat snack category AWG says is seeing 14 percent market growth; and Best Choice extra virgin olive oil in three varieties.
- Holiday prep and value: Always Save canned gravy in four flavors at opening price points, Always Save hot cocoa mix in a new canister, Best Choice half and half and heavy whipping cream in a new 64-ounce size, shelf-stable orange juice for center store merchandising and new canned vegetables including Southwest corn and no-salt black beans.
- Tailgating: Four Best Choice salsas with new heat-level flavor bars on packaging, hickory smoked BBQ seasoning and ready-to-eat popcorn in three flavors.
- Non-food: Best Choice LED light bulbs, trash bags, and butcher and parchment paper sheets.
“Every item in this Q3 and Q4 rollout is backed by market research and sales analytics,” said Tye Anthony, chief merchandising and marketing officer at AWG. “We not only track what’s currently selling, but we actively monitor emerging category trends, like the sudden growth in meat snacks, rapid rise in demand for high-protein alternatives, and consumer desire for flavor-forward trends, convenience or international influence.”
The products are rolling out to AWG member retailers now, with additional items appearing through the end of the year.
Kansas City, Kansas-based 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 in 2025 were $12.2 billion.