Amazon Fresh goes plant-based with new items

The expanded Amazon Fresh line now features 15 new plant-based meat and dairy alternative items.
Zachary Russell
Associate Editor
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Amazon has expanded its private label Fresh brand offerings of plan-based items. The new Fresh Plant-Based line is now available both online and in-store at Amazon Fresh locations.

First covered by Store Brands’ sister publication Progressive Grocer, Amazon is celebrating the launch of the new offerings by offering 20% all Fresh Plant-Based meat and dairy alternatives throughout the month of March in stores and online.

The new collection features 15 plant-based products, highlighted by a collection of almond milks, Italian meatballs, chick’n nuggets, meatless patties and  sausages. All the meatless items have a high protein per serving count, while the almond milks boast 50% more calcium than dairy milk.

“Fresh Plant-Based offers customers a variety of affordable favorites that are free from animal products and full of flavor,” said the company. “From protein-packed meat-alternatives to dairy-free milk alternatives, Fresh Plant-Based has the essentials customers need to create a healthier meal that will satisfy the whole family and won’t break the bank."

The expanded line from Amazon Fresh comes at a time when plant-based offerings have expanded, particularly for private label brands. A recent feature in the latest Store Brands Magazine explored how retailers can get in on the plant-based action. Grand View Research reported that the global plant-based meat market was valued at around $5 billion in 2021, and is expected to grow by 19.3% from 2022 to 2030.

Amazon Fresh is rapidly growing its brick-and-mortar grocery stores, with its latest opening located in Naperville, Ill. While it is the second store in the area, the new 35,000-square-foot store at 1351 East Ogden Avenue is the only site in the area to offer Just Walk Out cashier-less technology.

Seattle-based Amazon is No. 2 on Progressive Grocer’s 2021 list of the top food and consumables retailers in North America. Austin, Texas-based Whole Foods, also owned by Amazon, is No. 26 on PG’s list.