AWG Expands Best Choice Brand Vitamin Assortment
Best Choice, the flagship private brand of Associated Wholesale Grocers (AWG), has given its vitamin assortment a refresh and expansion with the line now including more than 80 SKUs.
As part of the assortment update, Best Choice is introducing 14 gummy vitamins, capitalizing on the increasing consumer preference for this supplemental format. Company officials said the new products are part of AWG’s ongoing effort to meet growing consumer demand for sleep aids like melatonin, multivitamins, and chewable supplements.
"As a leading private brand, Best Choice is committed to staying on top of market trends with quality and value," said Stacy Leeton, AWG category manager. "With the expanded vitamin assortment, Best Choice is providing AWG member retailers with the products they need to succeed in a competitive market while offering consumers the health and wellness options they trust and prefer."
The total U.S. market for vitamins boasts annual sales of $14.4 billion, with private brands capturing $2.8 billion of that total. Private brands have become the leader in the vitamin category, holding a 22.5% dollar share and a 29.2% unit share.
