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.
Aplenty . This way, the online giant reinforces its ambitions in food retail.
Next in a long line
Aplenty will be sold both online and in Amazon Fresh physical stores, of which the Americans opened two stores in London just last month. The aim is to add hundreds of branded products to the Aplenty line in the next few months, Charged Retail reports - a wide range of products going from salty snacks over sweets, sauces and baking mixes to frozen foods.
Amazon already has several private labels for food, including Happy Belly (milk, spices and vegetables), Amazon Kitchen (ready-made meals) and Amazon Fresh (baked goods). In Britain, the physical Fresh stores also have a separate brand By Amazon .
New food label focused on center-store consumables categories
Amazon has added a new food line called Aplenty to its private-brand grocery roster.
Sold online and in-store via Amazon Fresh supermarkets, Aplenty at launch includes such items as pita chips, potato chips, crackers, cookies and mustard, Seattle-based Amazon said Monday. Plans call for hundreds more Aplenty products to roll out over the next year, covering such categories as confections, salty snacks, cookies, crackers, frozen food, condiments, sauces, seasonings, baking mixes and pantry staples.
Aplenty also brings a better-for-you focus. Amazon said the products are “developed to the highest standards, with recipes rooted in quality ingredients” and contain no artificial flavors, synthetic colors or high-fructose corn syrup. The company added that Aplenty products are “rigorously taste-tested to exceed our customers’ expectations” and backed up with a “Delicious Guarantee,” in which customers can
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