Amazon Fresh debuts new plant-based product line

Amazon on Tuesday announced the expansion of its Fresh food brand to offer a new Fresh Plant-Based product line that is now available online and in-store at Amazon Fresh. 

The new Fresh Plant-Based line currently offers a selection of 15 healthy plant-based products, all at a great value, including grill-worthy Patties that have 21 grams of protein per serving; Italian meatballs with 17 grams of protein per serving; crispy Chick’n Nuggets with 12 grams of protein per serving; and creamy almond milks that have 50% more calcium than dairy milk. Every product is rigorously taste-tested to exceed customers’ expectations, according to Amazon.

The new Amazon Fresh Plant-Based line currently offers a selection of 15 healthy plant-based products, including Plant-Based Ground meat alternative.

“We will continue to expand the Fresh Plant-Based product line this year to bring customers more healthy, affordable plant-based products,” the company said.

To celebrate the launch of the new offerings, all Fresh Brand Plant-Based meat alternatives will be 20% off for all customers throughout the month of March in stores and online.

Since launching the retail brand in Woodland Hills, Calif., in 2020, Amazon now operates 25 Amazon Fresh grocery stores in California, Washington, Illinois, Texas, Maryland, Pennsylvania, Virginia and Washington, D.C. Amazon Fresh has a wide assortment of national brands and high-quality produce, meat and seafood, as well as a range of prepared foods made fresh in-store every day — from fresh-baked bread and made-to-order pizzas, to rotisserie chickens and hot sandwiches.

Related:Fresh or frozen, plant-based proteins are making inroads

In April 2021, Amazon Fresh launched a new food line called Aplenty, which includes such items as includes such items as pita chips, potato chips, crackers, cookies and mustard. Initial plans called 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.

Industry observers say parent company Amazon has steadily built a strong private label grocery portfolio and is grabbing market share. Brands include Happy Belly (dairy, eggs, beverages, cooking and baking products, deli items, produce, snack foods and jams, jellies and spreads), Solimo (food, beverages, household, personal/beauty care, pet care), Wag (pet food), Sugarly Sweet (sweeteners), Santa Ninfa (pasta, oil, vinegar), Wickedly Prime (food, grocery), Presto! (household) and AmazonBasics (household and home essentials), Cinque Terre (pasta), Kalista (olive oil), Le French Pantry (seasonings), Mix-A-Licious (candy), Nature’s Instincts (dietary supplements), Powers & Powers (seasonings), Roast Ridge Coffee Roasters (coffee), Simply Sweet (cookies), Super Organics (coffee and tea) and Zesty Bee (honey).

Related:What grocers can learn from a market basket analysis of Amazon Fresh