Amazon Launches Private Label Dairy Line

Further expanding its growing lineup of private label grocery items, Amazon recently launched a private label milk and dairy line under its Happy Belly brand.

The eight-product line includes lactose-free milk, half and half, whipping cream and whipped topping varieties. It marks the e-commerce giant’s first non-Whole Foods Market private label brand milk and dairy products, according to TJI Research.

The company is positioning the line as alternatives to Lactaid for milk, Reddi Wip for whipped cream and Darigold for half and half, according to TJI founder Justin Smith.

“This is not Amazon’s first private label dairy foray in the U.S.,” Smith said in a blog post, noting that Amazon launched 24 varieties of private label cheese under the Happy Belly brand in October. “However, it is the first time we’ve seen Amazon-owned brand milk launch aside from its Whole Foods private brands.”

The full Happy Belly lineup, which is only available via AmazonFresh, includes:

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The launch signals Amazon’s efforts to draw new customers to Amazon Fresh, the company’s metro-area delivery service available to users for a $15 monthly fee. The Happy Belly brand also features additional dairy items and snack foods, including eggs, cheese, sour cream, nut butters, jams, mixed nuts and cookies.