Amazon Launches New Own Brand With ‘Delicious Guarantee’

Amazon has launched Aplenty, a new private label food brand available online and in-store at Amazon Fresh. The Seattle-based company said Aplenty "is on a relentless pursuit of deliciousness" with each product developed to the “highest standards with recipes rooted in quality ingredients to deliver great taste without artificial flavors, synthetic colors or high fructose corn syrup.”

Amazon is so sure consumers will dig these “rigorously taste-tested” products, it is offering a “Delicious Guarantee: if you don’t love it, we’ll refund you the purchase price,” the company said.

Private label is an increasingly powerful sales engine for grocers like Albertsons Cos., which revamped and elevated its own brands portfolio in 2019. The Boise, Idaho-based grocer’s EVP and Chief Merchandising Officer Geoff White has said it is the company’s aspiration for customers to shop with Albertsons because of its private-label portfolio, today a $14 billion business.

Target is another retailer forever expanding and upping its private label game. Earlier this month Minneapolis-based Target launched its Favorite Day brand, featuring more than 700 products, with a focus on treat-yourself sweets and salty snacks, such as birthday cake ice cream, nondairy frozen dessert bars, caramel macchiato trail mix and everything bagel-seasoned mini croissants.

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Favorite Day debuted a little more than a year-and-a-half after the introduction of Good & Gather, Target’s largest, everyday staples-focused food and beverage line, which finished 2020 with more than $1 billion in sales.

In the next year, Amazon said it will launch hundreds of Aplenty products across categories, including confections, salty snacks, cookies and crackers, frozen foods, condiments and sauces, seasonings, baking mixes, and pantry staples.

Some of the Aplenty products currently available include Parmesan, Garlic and Herbs Pita Chips that are twice-baked for extra crunch; small-batch Pink Himalayan Sea Salt Kettle Cooked Potato Chips; slow-baked Cornbread Crackers; Salted Caramel Chip Mini Cookies made with real butter and sugar; and Honey Dijon Mustard made with stoneground mustard seed and real honey.

Aplenty joins other private-label products at Amazon Fresh like Fresh and Cursive, Amazon’s line of white, red and sparkling wines.