Joining the AWG Brands lineup in 2025 is a brand dedicated to pets. Pure Wonder by Best Choice provides food and other pet essentials for dogs, cats, and birds.
Why the new brand? Through research and analytics, the AWG Brands and Category Management teams conducted a deep dive into the pet landscape. Pet owners often consider their pets as members of their families. This connection makes the pet category a highly emotional category with purchase decisions made with those emotions in mind. Pet owners want to feel confident in providing quality food and other essentials to their furry and feathered friends, while also finding value in their purchases. Private brand pet products are attracting new customers, and continued affordability and innovation can help brands and retailers retain customer loyalty.
Pure Wonder by Best Choice provides a special brand for pet owners, while utilizing the quality and value of the Best Choice name. Like all AWG Brands, it’s backed by the 100% Customer Satisfaction Guarantee, allowing consumers to try new products without hesitation.
Former Best Choice items are transitioning to Pure Wonder by Best Choice and have evolved formulas that use quality ingredients. Sizes have also been adjusted to better align with national brands.
All Pure Wonder by Best Choice items are targeted to achieve 25-30% margin for member retailers and maintain a minimum 20% between the national brand pricing.
To help make the launch of Pure Wonder by Best Choice successful for member retailers, in-store signage kits, digital coupons, and promotional opportunities are available. Talk to your AWG Brands Sales Representative to get started.
Pure Wonder by Best Choice Highlights:
- 80+ pet products
- Quality consistent with technical and/or nutritional specifications of national brand equivalent item
- Comparable flavor and sizing assortment to mainstream national brands
- High-low pricing strategy with lower cost, but higher average gross margin than the national brand equivalent. Incremental digital coupons add additional savings to consumers.
Brand Statement
At Pure Wonder by Best Choice, we believe every pet deserves the best. Our commitment to quality shines through in our food and essentials designed for dogs, cats, and birds. We blend trusted ingredients with consistent value, making it easier for you to provide your furry and feathered family members with the nourishment and care they deserve. Experience the pure wonder of giving your pet health and happiness, all backed by the trusted 100% guarantee of Best Choice.
