AWG's organics label gains store presence

Cooperative food wholesaler Associated Wholesale Grocers is rapidly expanding its reintroduced Clearly Organic label, the company announced at the 2014 PLMA store brands trade show.

Clearly Organics will encompass 300 stockkeeping units by the end of next year, up from the current 200, Greg Oldright, executive director, Valu Merchandisers, said during an educational session Sunday. Valu Merchandisers is AWG’s GM/HBC and specialty foods subsidiary.

The reason for the expansion is that the next generation of organic consumers seek a value option, Oldright said.

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“That’s something we didn’t see five years ago,” Oldright noted.

Prepared meals, Asian sauces, meat, produce and frozen seafood are among the new products to be introduced next year.

The brand was reintroduced in April with a new “clean” packaging design. Color choices are those found in nature, according to AWG.

The line was relaunched with an initial 38 SKUs. In July, an additional 60 grocery and frozen SKUs hit store shelves.

This month, 100 more grocery items are being introduced. New items include cereal, dressings, cookies, crackers and pasta sauce. There are also two new frozen items: fruits and vegetables.