AWG Sweetens Private Label Cereal Assortment

Associated Wholesale Grocers’ private label AWG Brands has given its cereal assortment sold under its Always Save and Best Choice brands a refresh. 

For its flagship Best Choice private brand, the company used market and consumer insights garnered through its AWG Partner Gateway and worked with vendor partners to optimize the brand’s assortment. This included eliminating some SKUs while developing new options. 

According to the company, AWG Brands cereal sales outpace the national average and this restructured product offering aims to help AWG retailers continue to meet consumer demands for quality products at affordable prices. 

The new offerings also deliver more closely on the Best Choice brand guardrail to align with national brands on item sizing and flavor profiles. Additionally, the restructuring simplifies the pricing strategy for Best Choice ready-to-eat cereal items, giving AWG retailers greater flexibility when advertising products to consumers. 

“Our goal with AWG Brands ready-to-eat cereal offering is to help AWG retailers deliver quality products to end-consumers at the best prices possible,” said Candy Sittig, AWG director, Category Management. “The new assortment puts AWG retailers in a better position to fulfill both of those objectives.” 

The Always Save brand is seeing a significant change in the ready-to-eat cereal segment as the brand is exiting the bag business and moving into value-size boxes while also tightening the flavor offerings to its most successful items. Company officials said this change will provide per ounce quality and savings to support today's consumer needs.

"Ready-to-eat cereal is led by boxes,” said Ernesto Otero, AWG category sales manager. “The evolution of the Always Save brand’s offering helps AWG retailers compete better with their peers in this important, mature segment."