Amazon: private label milk & dairy products launched

07 March, 2019 by
FMCG Business

Continuing its expansion into private label beverages, Amazon has just launched its first non-Whole-Foods private label brand milk and dairy products.

The new items appear to have just been released under the Happy Belly brand, and are currently available only via AmazonFresh. The milk items are all lactose free.


The new Happy Belly milk and dairy items include:

Happy Belly Lactose Free 1% Low Fat Milk

Happy Belly Lactose Free 2% Reduced Fat Milk

Happy Belly Lactose Free Whole Milk

Happy Belly Lactose Free Fat Free Milk

Happy Belly Heavy Whipping Cream

Happy Belly Dairy Whipped Topping

Analyst firm TJI Research says: “This is not Amazon’s first private label dairy foray in the US. Back in October, we found that Amazon launched 24 varieties of private label cheese under its Happy Belly brand as well. However, it is the first time we’ve seen Amazon-owned brand milk launch aside from its Whole Foods private brands.”

Amazon markets its Happy Belly brand in North America, Europe, and Asia. It has launched a number of beverage products under the brand in Japan in particular, including waters, teas, sports drinks, and vitamin jellies.