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Amazon’s private-brand roster now includes milk

Range of new dairy items launched under Happy Belly label

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.

Related: What’s coming up next from Amazon?

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.”

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.

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