AWG Launches Private Label Personal Care Assortment

Associated Wholesale Grocers has expanded its Clearly by Best Choice private label assortment with the launch of a line of hair and body care products made free from synthetic dyes and fragrances. 

Featuring 11 new items, the new line consists of shampoos, conditioners, body washes, and lotions. There are three scents available: citrus thyme, lavender, or tea tree. All of these products contain no added parabens, sulfates, phthalates, or formaldehyde.  

“We’ve seen this category double in dollar share since 2016, so we know consumers are looking  for natural options in their health and beauty products,” said Sara Sapp, health and beauty care category manager at AWG. “AWG’s Clearly by Best Choice brand is focused on the better-for-you consumer, so these products are a perfect fit for the brand.” 

Sapp noted that AWG research shows that more than 30% of skin cleansing shoppers prefer natural products that are free from harsh ingredients.

AWG Brands is the private brands program of AWG and consists of four distinct brands. The Clearly by Best Choice brand aims to provide AWG member retailers with a way to attract  better-for-you, lifestyle-driven consumers. The brands’ portfolio continues to grow as more lifestyle preferences become mainstream. 

Through new in-store signage, marketing collateral, and merchandising support such as planograms, AWG is helping retailers communicate the benefits of these products to customers.