A core tenant of AWG Brands’ mission is to continue to bring to retailer shelves innovation and variety within each distinct AWG brand. The category management and AWG Brands teams are always testing new products and assessing trends to see how products are matching changing consumer behaviors and preferences. The teams are also continuing to use the brand positioning guidelines established through Convergence work to ensure each brand delivers on its brand promise to consumers throughout multiple categories and across the store. Current product launches highlight some of the work that’s been done around these objectives.
Always Save Expands into More Non-Food Categories
The Always Save brand has always had representation in multiple departments, but the brand is expanding into new categories this fall. Products will be offered in over-the-counter medicine for the first time. These items will include four antacids and three chest congestion products, with more items in the works to meet consumer needs in pain relief. Three new oral care offerings including toothbrushes and flossers are entering the assortment as well. On the horizon, value size offerings of kids bubble bath are in the pipeline.
Clearly by Best Choice Introduces a Bath & Body Line
Naturals is a growing trend in bath and body and is seeing a notable increase in dollar share, doubling since 2016. To cater to the 34% of lifestyle shoppers in this category, Clearly by Best Choice introduced a portfolio of 11 new items consisting of shampoo, conditioner, lotion, and body wash, which is the fastest-growing segment in the category. Three scents are offered in the portfolio, giving customers options. This innovation also aligns with introductions of more natural and free-from items in national brands. Clearly by Best Choice bath and body items are all free from synthetic dyes and synthetic fragrances, aligning with the expectations customers have about lifestyle products in this category.
