New e-tailer sells only ‘unbranded’ private brand products

New e-commerce retailer Brandless.com, which offers private brand products exclusively for a single price point of $3, launched last week.

Based in both San Francisco and Minneapolis, according to the company’s website, Brandless sells what it says are transparent, clean label, high-quality packaged goods in plain, no-frills packaging.

In the food category, some of the company’s offerings include blueberry flax granola, creamy peanut butter, organic fair trade dark roast coffee pods, sea salt quinoa chips, and organic black bean and corn salsa. In the beauty and personal care categories, all of the products are free of parabens and produced without animal testing. The household cleaning products are nontoxic, free of phthalates and EPA Safer Choice-certified, according to the company.

Each product comes in either a clear container or a simply designed package and bears a white label that includes the item’s descriptive product name and a short list of traits.

The company stresses that it aims to make shopping easier for consumers. “We did tons of heavy lifting to make Brandless a destination for streamlined shopping,” the website states. “We’re not overwhelming you with options (there aren’t 100 pasta sauces to compare; there are three) or forcing you to over-consume (no need to stock up to save; you can get great value buying just one).”