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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.

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