AWG Launches Exclusive Wellwerks and Nüwerks Wellness Brands

The new private label program aims to help independent grocers compete in the growing health and wellness category.

Apr. 2, 2026 at 8:55pm

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A minimalist studio still life photograph featuring an elegant arrangement of premium wellness products including protein powder, supplements, and functional snacks, all shot against a clean white background with dramatic lighting to convey a sense of quality and innovation.AWG's new private label wellness brands Wellwerks and Nüwerks aim to give independent grocers a competitive edge in the rapidly growing health and nutrition category.Kansas City Today

Associated Wholesale Grocers (AWG), a major grocery cooperative, is rolling out two new exclusive wellness brands called Wellwerks and Nüwerks across its network of over 1,100 member retailers and 3,500 retail locations. The Wellwerks line focuses on functional food and beverage formats, while Nüwerks offers a range of vitamins, supplements, and powders. The program is designed to give AWG's independent grocery members a credible, turnkey wellness offering to compete with national brands and specialty retailers.

Why it matters

The launch of the Wellwerks and Nüwerks brands represents AWG's effort to help its independent grocery members capitalize on the rapid growth of the wellness category. As larger chains and specialty retailers have expanded their wellness offerings, this new private label program aims to provide AWG's members with an exclusive, shelf-ready wellness solution to attract health-conscious shoppers.

The details

The Wellwerks line includes functional food and beverage products like popcorn, trail mix, granola, oat cups, bars, and kids' treats that are enhanced with science-backed ingredients targeting benefits like protein, gut health, immune support, focus, and metabolic health. The Nüwerks brand complements this with a value-priced range of vitamins, supergreens, protein powders, and other supplements. AWG holds exclusive distribution rights for both brands across its full network.

  • AWG is launching the Wellwerks and Nüwerks brands in 2026 as the cooperative celebrates its 100th anniversary.
  • The new wellness program is being rolled out across AWG's network of over 1,100 member retailers and 3,500 retail locations in 33 states.

The players

Associated Wholesale Grocers (AWG)

A major grocery cooperative that serves over 1,100 member retailers and 3,500 retail locations across 33 states.

Emily Detwiler

The VP of private brands at AWG.

Tye Anthony

The chief merchandising and marketing officer at AWG.

Kristin Kirkpatrick

A senior dietitian and strategic advisor to the Wellwerks and Nüwerks program.

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What they’re saying

“As Associated Wholesale Grocers celebrates 100 years of service to our member retailers, we are proud to add this new program to our portfolio of private brands. This is exactly the kind of program our member retailers are asking for — relevant wellness innovation that is easy to execute and built for grocery retail.”

— Emily Detwiler, VP of private brands at AWG

“AWG is the leader in serving independent grocery retailers within private brands. This new program is about helping AWG members win in wellness with speed and credibility.”

— Tye Anthony, Chief merchandising and marketing officer at AWG

“From a nutrition standpoint, this portfolio checks the boxes consumers care about today without gimmicks. We prioritized clinically studied ingredients, meaningful dosages, and cleaner labels so shoppers can feel confident in what they are buying.”

— Kristin Kirkpatrick, Senior dietitian and strategic advisor

What’s next

AWG plans to continue expanding the Wellwerks and Nüwerks brands across its member retailer network in the coming years to help independent grocers compete in the growing wellness category.

The takeaway

The launch of the Wellwerks and Nüwerks private label wellness brands demonstrates AWG's commitment to providing its independent grocery members with innovative, exclusive solutions to attract health-conscious shoppers and drive sales in the rapidly evolving wellness category.