Amazon Fresh is bringing out a plant-based offshoot of its Fresh private label brand in stores and online, and the Fresh Plant-Based includes 15 products at launch, including patties, almond milk, and Italian meatballs, with additional products rolling out this year.
The introduction of plant-based private label foods continues Amazon’s rapid expansion of store brands throughout the grocery categories.
Amazon’s Fresh Plant-Based line includes selections like grillable patties, almond milk, a ground meat substitute and “chick’n” nuggets. Product pages promote the health attributes of each item—like the fact that the patties contain 21 grams of protein per serving, while the almond milk has 50% more calcium than regular milk.
To promote the new line, Amazon is offering its new plant-based products for 20% off throughout March, both online and in stores. Amazon said it will continue to expand the plant-based line over the course of the year. Amazon Fresh also sells Whole Foods’ 365 Everyday brand products.
Plant-based foods have posted robust sales growth in recent years, though the category has become crowded and sales have recently slowed. At the same time, retailers are trying to figure out how best to merchandise meat alternatives in stores and online.
Private label sales are poised for growth as high inflation continues, with store brands offering lower prices on what many shoppers perceive to be comparable quality products.