Private brands have been an option for grocery consumers for more than 165 years. While consumers can get quality items at a better cost than the national brands, retailers make more margin on these private brand items and attract loyal consumers. Here’s a brief history of private brands in the grocery industry and how AWG has played a role in that history throughout the years.
1800’s
The Great Atlantic & Pacific Tea Company, commonly known as A&P, launches the first private brand items in the coffee and tea category. Cargo, High Cargo, Fine, and Finest were the names of the tea. Eight O’Clock Coffee was the coffee brand at the time and is still around today.
1901
Kroger becomes the first grocery chain to operate its own bakeries, selling bread under the Kroger name.
1972
Trader Joe’s launches its first private brand item, granola, paving the way for a culture of private brands that now define the store.
1978
Jewel-Osco introduces the generic “black and white” labels in the U.S. No logos, just bold text with the product description. These stripped-down labels communicate severe value messaging.
1984
AWG makes Always Save brand products available in stores for the first time. The initial Always Save launch included 140 items and promised quality products at the best everyday price.
1985
In January, Best Choice items were launched in AWG stores to compete with national brand equivalent items. One year after launch, Always Save and Best Choice case sales topped $13 million. Always Save had grown to 445 products and Best Choice had in excess of 360 items.
1993
Walmart launched Great Value as their national brand equivalent, aiming to provide affordable, high-quality grocery and household options.
2000
AWG launches Best Choice Superior Selections, an elevated brand offering a limited assortment of items to consumers.
2007
Best Choice Clearly Organic is introduced to the market with more than 100 items.
2025
AWG launches Pure Wonder by Best Choice & Hello World by Best Choice as private brands become more focused on specific consumer lifestyles and their needs within those.
