Dive Brief:
Amazon has unveiled Aplenty, a new private label food brand set to eventually include hundreds of products across a variety of center store categories, the retailer said in an email Monday morning.
The brand, which is available online and at Amazon's Fresh grocery stores, launched with items including twice-baked parmesan, garlic and herbs pita chips; slow-baked cornbread crackers; and salted caramel chip mini cookies.
Amazon is expanding its lineup of house brands amid a deepening focus by food retailers on private label products, which promise larger profit margins than items carrying name brands.
Dive Insight:
Amazon's announcement didn't specify when the first Aplenty items hit Amazon's store shelves and website, but the handful of items carrying the name that appear on the company's website carry customer reviews that date back as far as February. The email heralding the new brand also features ratings from shoppers.