Celebrating 40 years of Always Save®
In 1984, AWG debuted a line of 140 pantry staples, including peanut butter, jelly, marshmallows, and condiments. This marked the beginning of the AWG Brands portfolio of private brands and the introduction of Always Save. By the end of that first year, Always Save had quickly grown in popularity. Now, 40 years later, the brand portfolio boasts more than 550 key value items in a variety of departments, including center store, bakery, meat, personal care, non-foods, and more.
Throughout its 40-year history, Always Save has offered quality products at an opening price point or best price per unit measure. AWG member retailers and end-consumers alike trust the brand for providing value through everyday low pricing while also standing behind a 100% customer satisfaction guarantee. This combined quality and value helps Always Save compete for budget-conscious customers’ business, exclusively with AWG member retailers.
“Providing a strong opening price point brand is not new at AWG,” noted Emily Detwiler, AWG Brands Executive Director. “As AWG and our member retailers see other retail chains introduce lines similar to Always Save in pricing and assortment, we’re confident in the recipe of success that has helped Always Save thrive for so long. We don’t compromise on the quality of our products or our customer satisfaction guarantee.”
In addition to quality and value, what makes the Always Save brand stand out among other value-focused private brands?
INNOVATION
Last year, Always Save introduced products in the health, beauty, and wellness category for the first time. The brand continues to expand into new categories that aren’t typical for a value-focused brand, such as oral care and bakery.
PACKAGING
Always Save’s packaging has evolved since its founding but continues to communicate the brand’s promise to consumers: happiness through quality and price. The updated packaging is fun and modern while still utilizing the bright yellow and red color palette that catches a consumer’s attention.
MARKETING & PROMOTIONS
Rarely do other value-based brands have the marketing and promotional opportunities that back Always Save. The AWG Brands marketing team maintains consumer websites, complete with product information pages, a blog, and a “Where to Buy” page that drives traffic to AWG member retailer stores. Additionally, social media content and traditional advertising supports the Always Save brand. The AWG Brands and Category Management teams also invest in Always Save through Hold Down pricing to ensure the brand stays competitive.
Although Always Save continues to sell some of the first products that were introduced in 1984, the brand is focused on continued growth. Through category initiatives, vendor partnerships, and analytics from the AWG Partner Gateway (AWG’s information-sharing and data portal), Always Save will continue to strategically evolve for the next 40 years and beyond.
