Associated Wholesale Grocers’ Brands Kickstarts Q1 with New Products

From kid-friendly tableware to elevated salad toppers, private brand product expansion allows AWG member retailers to offer a blend of quality, convenience, and flavor.  

KANSAS CITY, Kan. — AWG Brands, the private brands program of Associated Wholesale Grocers, Inc. (AWG), is adding 63 new items to its product portfolio in the first quarter of 2026. The curated rollout across the Best Choice®, Superior Selections® by Best Choice®, Tippy Toes®, TopCare® and Simply Done® brands reinforces the company’s commitment to providing independent retailers with quality, on-trend products that provide exceptional value. 

“Our goal with product innovation is to provide AWG member retailers with a lineup that resonates with the way families eat and live today,” said Emily Detwiler, Vice President of AWG Brands. “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.”

The expansion reflects a data-driven approach, focusing on categories where shoppers seek quality in everyday items, but at competitive price points. It also emphasizes the growth of the elevated segment through the Superior Selections by Best Choice brand, which provides shoppers with easy ways to upgrade their home-cooked meals. 

“Our strategy is centered on providing AWG members with a competitive edge through product innovation that helps improve their bottom line,“ said Tye Anthony, Chief Merchandising and Marketing Officer of AWG. “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.”

The new additions include: 

• Superior Selections® by Best Choice® Salad Toppers (2 items) – Growing the existing line from four to six varieties, the new Garlic Pepper Crispy Onions and Wonton Strips deliver bold flavor and a signature crunch. This expansion taps into the surging salad topping segment, as consumers increasingly seek ways to elevate at-home meals.

• Best Choice® Kid-Ventures Bowls and Cups (2 items) – Crafted with kids in mind, these two items extend the fun Kid-Ventures disposable tableware line. Animal prints and bold colors create excitement around mealtime and celebrations. 
• Best Choice® Creamy Italian Pasta Salad (1 item) – Meeting the growing consumer demand for shelf-stable, easy meal solutions, this all-in-one pasta salad kit combines flavor with convenience.  
• Best Choice® Hearty Chili Mac Soup (1 item) – AWG Brands continues to prioritize highprotein, convenient meal solutions with this latest addition to its Hearty soup collection. Offering 24 grams of protein per serving, this pantry staple combines the nostalgic flavors of savory chili and tender macaroni. 
• Best Choice® Old Fashioned Oats (1 item) – This classic breakfast staple is now available in a smaller 18-ounce container. This new format offers the same 100% whole-grain nutrition and fiber, but perfectly sized for single-person households or for those with limited pantry space. 
• Best Choice® Italian Style Panko Bread Crumbs (1 item) – This pre-seasoned panko blend adds bold flavor to a variety of recipes. The resealable container ensures freshness and easy storage. 
• Tippy Toes® Baby Formulas (4 items) – Debuting with four varieties, this line marks the first time AWG member retailers can provide a private brand formula option to families.
• TopCare® Electrolytes (8 items) – From ready-to-drink bottles to convenient powders, this line features multiple flavors and dedicated formats for both adults and children.
• Simply Done® Dish Soaps and Detergents (9 items) – A versatile lineup ranging from an advanced foaming spray to triple-action dish pacs all designed to make effective, affordable cleaning accessible to every household.
• Simply Done® Laundry Detergents and Supplies (20 items) – This expansion provides a total laundry solution, featuring everything from detergents, fabric softeners and oxy powders to scent boosters and specialized washing machine cleaners for an excellent clean at a value.
• Simply Done® Household Cleaners (14 items) – Designed to tackle every corner of the home, this lineup includes everything from daily-use disinfectant wipes to specialized oven, grill, and floor care solutions.

These new products are now available to AWG member retailers. Shoppers can expect to see products appearing on shelves throughout the first quarter of 2026.

ABOUT ASSOCIATED WHOLESALE GROCERS, INC.

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 9 wholesale division support centers. Consolidated sales for AWG in 2024 were $12.1 billion. In addition to its cooperative wholesale operations, the company also operates subsidiary companies that provide certain real estate and supermarket development services, and pharmaceutical products. For more information, visit AWGinc.com.