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Private Food Label Line 'Aplenty' Launched by Amazon
USAgNet - 04/16/2021

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.

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.

The 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.

Amazon said it plans to roll out hundreds of Aplenty-branded products, including sweets, cookies, salty snacks, frozen foods, baking mixes and pantry staples, over the next year. Products carrying the brand will not have artificial flavors, synthetic colors or high fructose corn syrup, according to the company.

The addition of Aplenty builds on a private label grocery assortment that Amazon has quickly - and quietly - built as it has focused more on omnichannel retailing. The retailer now sells milk, frozen vegetables and spices under its Happy Belly brand; baked goods emblazoned with the Amazon Fresh name; and heat-and-eat meals and meal accompaniments sporting its Amazon Kitchen brand.

The company offers products for children, including clothes and baby food, under its Mama Bear brand. It also sells a wide assortment of non-food items, including technology gear, kitchen equipment and pet supplies, under its Amazon Basics label.


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