Pets and Infants Highlight Sustained Expansion of Associated Wholesale Grocers' Exclusive Brand - Best Choice
Associated Wholesale Grocers Expands Private-Label Offerings with Pure Wonder and Hello World
Associated Wholesale Grocers (AWG) has announced the launch of two new product lines, Pure Wonder and Hello World, under their Best Choice brand. This strategic move aims to tap into the growing demand for private-label products in the pet care and baby care categories.
Pure Wonder: A Premium Pet Care Option
Pure Wonder, the new pet care line, targets the consistently growing pet care market. With a focus on premium and trusted options, AWG is poised to capture more share in the pet products segment. The Pure Wonder range includes dry kibble and wet food for cats and dogs, as well as products for birds.
The packaging for Pure Wonder products has been designed to stand out on shelves, giving the appearance of a true brand. The products are positioned to offer a high perceived value while maintaining quality.
Hello World: Trusted Baby Care
In the baby care category, where quality and safety are paramount concerns, AWG introduces Hello World. This line aims to build consumer trust by offering a dedicated infant and toddler product suite that can stand alongside national brands. The new Hello World products include private-brand diapers and baby wipes, with almost 30% and almost 50% of consumers purchasing these products respectively, indicating a demand for private-label products in the baby category.
The packaging for Hello World products communicates the quality of the products and shows value to shoppers. The development of the Hello World brand was driven by several factors, including the emotional nature of purchases in the category and the desire for products that consumers can trust.
Diversifying and Deepening the Private Label Portfolio
AWG's growth strategy with these new lines is about diversifying and deepening their private label portfolio. This strategy aims to drive incremental sales, improve customer loyalty, and enhance the competitive positioning of their member retailers in key categories tied to everyday family needs.
The Best Choice private label already includes over 3,300 products, and with the addition of Pure Wonder and Hello World, AWG is set to offer a wider range of high-quality, affordable options to their customers.
Associated Wholesale Grocers' development of the Pure Wonder and Hello World brands was inspired by the growth in the number of pets in households and the humanization of pets, as well as the emotional nature of purchases in the baby care category. Both brands come with a guarantee, allowing customers to try the new products at no risk.
Sources: [1] AWG's recent product launch announcements and discussions on the AWG Grocer Pod.
- The pet care industry is set to witness a new premium player with the introduction of AWG's private label, Pure Wonder, which offers a range of pet products under their Best Choice brand.
- In the baby care category, AWG is expanding its private label offerings with Hello World, a new brand aimed at building consumer trust through its commitment to quality and safety.
- Associated Wholesale Grocers' strategic move in launching Pure Wonder and Hello World is not just about expanding their private label portfolio, but also about deepening it to better cater to everyday family needs and improve their member retailers' competitive positioning in key categories.
