Strategically using AWG Brands to drive member retailers’ sales, margin growth, and consumer interest continues to be the focus of the Convergence core initiative related to AWG Brands. Since the beginning of the Convergence project, there have been some very visible changes to help AWG Brands deliver on this focus.
AWG Brands Strategy Evolution
- Reworked brand positioning guidelines to define product expectations
- Full product lists display the entire assortment available in each brand
- Targeted investment in low cost of goods delivered via the Best Choice Key Value Items and Always Save Hold Downs in the Value Proposition Toolbox
- Ongoing defensive cost mitigation across competitive categories
- Expansion of fresh and non-foods assortment to build brand recognition and trust in all departments
- Redesign packaging and digital properties to retain relevance and consumer interest
Cost Mitigation to Combat Inflation
Keeping costs low is critical to delivering AWG Brands’ value proposition. Yet, as costs across the board continued to rise, the AWG Brands team worked diligently with supplier partners to mitigate as many cost increases as possible. Their collective work saved member retailers almost $6M in products like bags and wraps, coffee, vinegar, baking products, and oats. In 2023, the AWG Brands team will continue to pursue the best cost of goods across all categories. Continued analysis of other efficiencies related to ordering, shipping, and receiving will also be assessed to deliver as much value as possible.
Key Value & Hold Down Items Drive Price Perception
Developed originally by the AWG Brands Strategy Convergence Member Council, the Best Choice Key Value Item (KVI) and Always Save Hold Down lists align with continued AWG investment in AWG Brands. The lists are revised quarterly and help member retailers offer an even more significant value proposition to consumers on critically competitive items. Both updated lists can be found in the Value Proposition Toolbox on StoreFront.
Innovation in AWG Brands
To further build AWG Brands into brands consumers can look for across the store, new items are in the works. The AWG Brands team continues to expand assortments with the focus on non-food products like personal cleansing, oral care, and over-the-counter medicines.
Clearly by Best Choice will also continue development of organic items. Organic farming practices aim to reduce pollution, conserve water, and improve soil quality, giving consumers who care about the environment another reason to choose this lifestyle brand.
Five AWG Brands items were recognized by Store Brands Editors’ Picks or PLMA Salute to Excellence Awards for Best New Items of 2022. Evaluated by panels of professional and consumer judges, these products were recognized for outstanding taste, sensory appeal, packaging, product concept, and value for money.
Recognizable Design Across Departments
To optimize impact in-store and build more recognizable brands consumers can trust, redesigns continue on Best Choice and Clearly by Best Choice products. All Best Choice food, vitamin, and over-the-counter medicine products will ultimately be redesigned by June 2025, while the entire Clearly by Best Choice product line will be completed later this summer. Clearly by Best Choice carries new “Free From” sub-branding to help consumers who want to eat cleaner diets more easily find products that address their lifestyle choices. Food products in Clearly by Best Choice boast no artificial flavors or synthetic colors while non-food items are made without synthetic dyes and synthetic fragrances. Find the Clearly by Best Choice Free From Promise at https://clearlybrand.com/clearly-free-from-products
New packaging also carries standardized attributes like better disclosure of shared equipment and allergens, encouragement to recycle relevant packaging, and standardized art date codes to help ensure updated advertising photography.
