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Amazon’s private-brand roster now includes milk

Range of new dairy items launched under Happy Belly label

Russell Redman

February 25, 2019

2 Min Read
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Amazon.com Inc. has added milk to its growing private-label grocery lineup.

Denver-based TJI Research, which tracks Amazon across a range of consumer and business sectors, said the e-tail giant has launched four SKUs of lactose-free milk bearing the Happy Belly label. Varieties include whole milk, 2% reduced fat milk, 1% lowfat milk and skim milk, all in half-gallons.

Several other dairy items also were introduced. They include Happy Belly half & half, heavy whipping cream (16 oz.) and whipped topping (6.5 oz. and 13 oz.).

The launch marks Amazon’s first private-label milk and dairy products outside of subsidiary Whole Foods Markets, according to TJI founder Justin Smith.

“The new items we are seeing appear to have just been quietly released under the Happy Belly brand and are currently available only via AmazonFresh,” Smith reported in a blog post.

He noted that the new Happy Belly dairy items are being positioned against the national brands Lactaid for milk, Darigold for half & half and heavy whipping cream, and Reddi Wip for whipped topping.

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

Related:What’s coming up next from Amazon?

The Happy Belly brand also includes eggs, beverages, cooking and baking products, deli items, produce, snack foods and jams, jellies and spreads.

In December, TJI said another 10 Amazon food and grocery brands joined its roster of exclusive and private labels, lifting the total number of items to more than 35 in the category. Those items included 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.”

“Amazon markets its Happy Belly brand in North America, Europe and Asia. It has launched a number of beverage products under the brand in Japan in particular, including waters, teas, sports drinks and ‘vitamin jellies,’” Smith added. “We would not be surprised to see Amazon expand further into those categories in the U.S. this year.”

Other Amazon exclusive and own brands include Solimo (food, beverages, household, personal/beauty care, pet care), Wag (pet food), Sugarly Sweet (sweetners), Santa Ninfa (pasta, oil, vinegar), Wickedly Prime (food, grocery), Presto! (household) and AmazonBasics (household and home essentials), among others.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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