Step Change Innovations LLC, a product development and commercialization firm focused on health and wellness goods, has launched a new platform of food, beverage and supplement products in partnership with Associated Wholesale Grocers Inc., the companies announced Thursday.
The platform, marketed under the names Wellwerks and Nüwerks, will be available exclusively to retailers affiliated with Associated Wholesale Grocers, a retailer-owned grocery cooperative. The companies said the rollout to member stores is scheduled to begin this spring, with additional expansion planned through 2026.
According to the announcement, the platform includes more than 60 initial products, spanning functional foods, beverages and nutraceuticals. The products are grouped together as a single in-store category intended to simplify merchandising and purchasing for retailers.
Joseph Bradley, chief executive officer of Step Change Innovations, said the platform is designed to provide independent grocers with a standardized approach to selling wellness-related products.
Emily Detwiler, vice president of private brands at Associated Wholesale Grocers, said the partnership will allow member retailers to expand their store-brand offerings in the wellness category.
Kristin Kirkpatrick, a registered dietitian affiliated with Step Change Innovations, said the products emphasize ingredients that have been studied in clinical settings and are intended to appeal to consumers seeking health-focused options at grocery stores.
The companies said the platform is designed to be modular, allowing retailers to place products in dedicated sections or integrate them into existing shelves and displays. Pricing and product formats were developed to align with typical grocery shopping patterns, according to the announcement.
Associated Wholesale Grocers is the largest retailer-owned grocery cooperative in the United States, serving independent supermarkets across multiple regions.
