AWG's Superior Selections by Best Choice Gets a Makeover
When the Superior Selections by Best Choice own brand debuted in 2000, the assortment had only a dozen items and a slightly different name.
Today, as Associated Wholesale Grocers celebrates the private label’s silver anniversary, it is doing so with a refreshed name, a new identity and a slate of new products.
Previously known as Best Choice Superior Selections, the store brand is entering its next chapter with an updated identity that includes a new logo and a refined packaging design said to address consumer feedback about the brand and its “shopability.” The refreshed look showcases a unique color palette, sophisticated typography and a modern feel.
“This rebrand signals our commitment to innovation and to meeting the evolving tastes of today’s discerning shoppers,” said Emily Detwiler, vice president of AWG Brands. “Superior Selections by Best Choice is about empowering everyday chefs to elevate their meals and create memorable moments. The brand allows AWG member retailers to compete with some of the new elevated brand entries from national competitors in these types of signature products.”
Over the past quarter-century, Superior Selections by Best Choice has grown from its original 12 items to a collection of 125 products that includes sauces, olives, cheeses, coffees and frozen desserts. AWG officials said the brand has seen continued success from consumers looking for elevated products that offer culinary creativity.
The product line continues to expand, introducing new items and flavor extensions such as gourmet trail mixes, baking mixes, cheesy potatoes and upscale macaroni and cheese varieties.
“As competition in the elevated private brand space intensifies, we’re proud to offer a brand that not only stands out on the shelf but also connects emotionally with consumers,” said Tye Anthony, chief merchandising and marketing officer of AWG. “Consumers can still expect top-tier experiences at prices they can feel good about. Member retailers can expect new products that help them meet consumers’ demands for unique items, while building on recent brand successes like those of Pure Wonder by Best Choice and Hello World by Best Choice.”
