AWG Brands Expands Ice Cream Selection

Recent findings from AWG’s ice cream category review reveal that private brands now lead the market with nearly 20% of the total dollar share in the $16.9 billion ice cream category. Leveraging this data along with insights from its proprietary AWG Partner Gateway data-sharing platform, AWG has revamped its ice cream portfolio.

“Year-over-year growth of private brand ice cream is surpassing the overall category,” stated Tye Anthony, AWG’s Chief Merchandising and Marketing Officer. “Recognizing this trend, our teams have concentrated on providing a diverse selection of ice cream products to our member retailers, allowing them to cater to the varied preferences of consumers shopping in this category.”

The research conducted by AWG also highlighted that indulgence remains a priority for consumers, with 50% planning to treat themselves even amid inflationary pressures. In response to this trend, AWG Brands is rolling out an elevated ice cream line under the Best Choice Superior Selections brand. This new line features twelve unique flavors with mix-ins and higher butterfat content, resulting in a more decadent ice cream experience. These flavors will be available in 48-ounce containers and pint sizes, both of which are experiencing growth. The pint size offers an affordable option for consumers wishing to sample new brands and flavors without a significant investment.

“Indulgence is the driving force behind our innovation,” said Brady Manning, AWG’s Director of Category Management. “By offering unique flavors with superior quality, we aim to set these products apart in our member retailers’ stores and foster loyalty among shoppers.”

AWG Brands has also made improvements to its Always Save and Best Choice ice cream lines. The Always Save brand, which recently marked its 40th anniversary, offers ice cream squares and pails featuring essential flavors at competitive price points, helping AWG member retailers offer low-cost options. Additionally, Best Choice pails and 48-ounce containers have been reformulated and streamlined to better match national brand equivalents and top-tier offerings.

Ice cream novelties continue to be a significant growth driver, accounting for nearly half of all ice cream sales. AWG Brands will introduce 17 ice cream novelty SKUs, implementing strategic size adjustments to the existing Best Choice lineup to ensure alignment with national brand offerings.

The new assortment from AWG Brands is set to begin shipping to stores this month and will be available exclusively on the shelves of AWG member retailers.