Amazon in the coming weeks is set to roll out new lines of private-label brands that will include its first broad push into perishable foods, according to people familiar with the matter.
The new brands with names like Happy Belly, Wickedly Prime and Mama Bear will include nuts, spices, tea, coffee, baby food and vitamins, as well as household items such as diapers and laundry detergents, these people said.
The first of the brands could begin appearing on Amazon’s namesake site as soon as the end of the month or early June, said one of the people.
Amazon has been working to develop the new private/label lines for several years and had approached branding consultants and manufacturers including TreeHouse Foods Inc., The Wall Street Journal reported last year.
An Amazon spokeswoman declined to comment.
Consumers have warmed to private-label brands since the days of generically named products sold in plain white packaging. Today, retailers from Wal-Mart Stores Inc. to Sephora to Dean & DeLuca sell a range of in-house brands that some may even view as higher quality.