AWG Brands Launches Private Label Pet Line
Associated Wholesale Grocers’ AWG Brands is expanding into the pet aisle with the launch of Pure Wonder by Best Choice. The line dedicated to pets is now available to retailers and includes food and essentials for dogs, cats, and birds.
According to AWG, the decision to introduce the new assortment was driven by research and analytics that showed pet ownership continues to rise, and pet owners increasingly view their pets as beloved family members. This emotional connection makes the pet category highly personal, with purchase decisions often driven by a desire to provide quality care at a value.
Affordability, innovation, and trust are key factors in building long-term customer loyalty as private brand pet products continue to gain popularity and attract new customers.
“Pure Wonder by Best Choice offers a unique opportunity for pet owners to provide quality products for their furry and feathered family members, while saving money,” said Emily Detwiler, vice president of AWG Brands. “We’ve crafted a line that combines the trusted quality of the Best Choice brand with pet products designed to meet the needs of pets and their owners without compromising on value.”
Key Highlights of Pure Wonder by Best Choice:
● More than 80 pet products for dogs, cats, and birds.
● Quality consistent with the technical and nutritional specifications of national brand equivalents.
● Comparable flavors and sizing assortments to mainstream national brands.
● Backed by the Best Choice 100% Guarantee.
“Introducing Pure Wonder by Best Choice is a natural extension of our mission to provide quality, affordable options for AWG member retailers and their customers,” said Tye Anthony, chief merchandising and marketing officer with AWG. “Pure Wonder by Best Choice is more than just a product line, it's a commitment to enhancing the AWG Brands portfolio. It’s also a commitment to help our members succeed in the pet food category overall, enhancing their national and private brand offerings.”
The new Pure Wonder by Best Choice product packaging features a contemporary design. Bold color blocking helps differentiate between SKUs, which also allows the product to stand out on shelf.
Additionally, a full suite of marketing resources is available to support member retailers with the launch of this new brand, including in-store signage kits, digital coupons, social media and web content, promotional opportunities, and more that will draw shoppers’ attention to the brand.
