As customers seek apple cider, pumpkin-flavored everything and other seasonal tastes, Amazon wants them to turn to its private label line, Aplenty.
The retail giant has added more than 100 products “with a festive twist” to Aplenty. The new additions include apple pie granola clusters, pumpkin spice granola, apple cider, cinnamon bun pancake mix and truffle cheese crisps.
Amazon will release more items under the line starting at the end of October, including sparkling citrus punch, chocolate peppermint granola, double chocolate truffle hot chocolate and white chocolate peppermint popcorn.
Launched last year, Aplenty has grown to encompass “hundreds” of food and beverage items, according to the press release. When announcing the private brand, Amazon said it would not carry products that have artificial flavors, synthetic colors or high fructose corn syrup.
Aplenty is already a “best seller” across the Amazon Fresh grocery banner, per the announcement, with popular items including the sea salt pita chips and frozen butter chicken with basmati saffron rice.
The private label expansion is not only timed ahead of holiday festivities but also comes as Amazon is bolstering its grocery presence, both online through Amazon Fresh delivery and with its physical stores, including Amazon Fresh and Whole Foods Market. Launched in 2020, Amazon Fresh currently has more than 40 stores across several states.
Earlier this year, Fresh Plant-Based, a plant-based offshoot of Amazon Fresh’s brand, launched in stores and online. Amazon has other private brands in the food and drink categories, including Fresh, Cursive and Happy Belly.
As high inflation continues to impact consumers’ wallets, many are turning to private brands to get more for their money. According to the Food Industry Association, 41% of shoppers surveyed this spring said they bought more store brands than before the pandemic.