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AWG Debuts Redesigned Best Choice

Associated Wholesale Grocers the nation’s largest cooperative food wholesaler to independently owned supermarkets has introduced a redesign of AWG Brands, the coops private brand portfolio. AWG is introducing new branding and package designs for its brand, Best Choice. The updated branding will help AWG member retailers build private brand loyalty.

“This is a very exciting time for AWG as we embark on updates to our Best Choice brand,” said Kate Favrow, marketing, and brand development director. “The redesign will optimize the impact of the brand at store level and continue to build a brand consumer can trust across categories.”

The redesign of Best Choice will create a consistent look designed enhance cohesion, brand awareness, and loyalty through consistent packaging design across product categories.

Historically, Best Choice followed category-specific designs. The new look and feel will help customers find the products across member retail stores. The updated packaging can be found in stores now on items such as baking chips, new snacks, and cookies. The food range is anticipated to be completely redesigned by June 2025.

“While the redesign schedule laid out is aggressive, our team and partners look forward to making these changes happen for the brand and our member retailers,” Favrow said. “AWG Brands are important to help our member retailers compete and stay relevant with their consumers.”

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By Published On: November 6th, 2022Tags: ,

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About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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