AWG Brands Launches Upscale Private Label Ice Cream
Associated Wholesale Grocers’ AWG Brands is launching an assortment of ice cream in multiple flavors and sizes, further expanding its assortment of private label products.
The new product selection is being touted by AWG Brands as an elevated ice cream line in the Best Choice Superior Selections brand and includes 12 flavors. Products in the line will be sold in 48-ounce containers and pint sizes, the latter offering consumers an “easy entry” for those looking to test a new brand and/or flavor at a lower cost, company officials said.
“Year-over-year private brands ice cream growth is outperforming the total category,” said Tye Anthony, AWG's chief merchandising and marketing officer. “With this in mind, the AWG teams focused on bringing the right mix of ice cream offerings to member retailers so they can service the wide range of customers shopping in this category.”
Recent research from AWG’s ice cream category review revealed that private brands are number one in total U.S. dollar share, accounting for nearly 20% of the $16.9 billion in ice cream sold annually. With this data and additional analytics from the company’s proprietary AWG Partner Gateway data-sharing platform, AWG redeveloped its AWG Brands ice cream portfolio.
AWG’s category review research also showed that indulgence is continually top of mind for consumers and 50% will continue to treat themselves in the inflationary economy. “Indulgence is driving innovation,” said Brady Manning, AWG director of category management. “Unique flavors with elevated quality will differentiate these products in member retailers’ stores and build loyalty among shoppers.”
AWG Brands also refined its Always Save and Best Choice ice cream lines. Always Save, the opening price point brand that recently celebrated its 40th anniversary, offers ice cream squares and pails featuring key basic flavors. Its cost-consider formulas can help AWG member retailers compete better and provide everyday low-cost options for their consumers.
Best Choice pails and 48-ounce containers underwent reformulation and flavor rationalization to better align with the national brand equivalent and best-in-tier offerings.
Ice cream novelties continue to drive growth and account for almost half of total ice cream sales. AWG Brands will offer 17 ice cream novelty SKUs with a few strategic size changes to the current Best Choice assortment. This will ensure the Best Choice offerings match the national brand equivalent, company officials said.
The new AWG Brands assortment will start shipping to stores this month and can only be found exclusively on AWG member retailer shelves.
