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Amazon unveils own label F&B offer

Amazon has quietly begun selling own label food & drink items in its home market, as it continues to expand its offer in fight to gain ground in the grocery market.

The online giant is currently offering two own label perishables to members of its Prime programme in the US – ‘Happy Belly’ coffee and ‘Mama Bear’ baby food.  Amazon has not said if it plans to introduce more such items soon.

The unannounced launch is the latest introduction to Amazon’s own label portfolio, which includes the ‘Elements’ household line and around seven apparel lines. It also builds on the company’s continued push of its AmazonFresh service, which offers grocery deliveries to shoppers.

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