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Amazon Expands Its Fresh Food Brand With Plant-Based Line

Launch comes as awareness of meat and dairy alternatives increase
Fresh Plant-Based
Photographs courtesy of Amazon

Seattle-based Amazon is expanding its Fresh food brand with the addition of Fresh Plant-Based, a portfolio of plant-based products available online and in-store at Amazon Fresh.

Fifteen products are currently available, including patties, Italian meatballs, frozen Chick’n Nuggets and almond milks, and Amazon said in a release that it will continue to expand its Fresh Plant-Based product line this year “to bring customers more healthy, affordable plant-based products.”

The introduction of Fresh Plant-Based comes at time of increased innovation within the

meat alternatives category, particularly in frozen. Frozen meat, poultry and seafood alternatives sales reached $78 million in January 2022, an increase of 10.6% vs. a year ago, and about $33 million more than refrigerated alternatives, according to data from Chicago-based IRI.

“We continue to see enormous strength in [the frozen meat alternatives] department,” said Anne-Marie Roerink, president of 210 Analytics. “Millennials love frozen foods and recognize them as convenient, healthy and fresh, and more and more boomers are also becoming involved as they turn into empty nesters. The big advantage of no perishable waste and being able to use small portions of a larger bag is driving a lot of that, too.”

The dairy alternatives market, meanwhile, is also experiencing a boost as cases of lactose intolerance rise and awareness of plant-based foods increases, New York-based market research and consulting company Reports and Data cited as it predicts the global dairy alternatives market will reach $50.87 billion in 2028 and register a revenue compound annual growth rate of 10.5% during the forecast period.

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