In the United States, e-commerce giant Amazon has begun selling ground and whole bean coffee under a new private-label brand called Happy Belly.
It has also launched Mama Bear baby food.
Both products are made by Amazon and are only available to Amazon Prime members in the US.
Amazon quietly launched the new coffee brand on its US website, promising online shoppers “artisan, small-batch roasted blends like those found at your favourite neighbourhood coffee shop”.
The product line currently includes a house blend, breakfast blend, espresso roast, French roast and Italian roast decaf. Sold in ground or whole bean form in 12oz bags, all the 100% Arabica blends are composed of Fairtrade and organic certified coffees from undisclosed places in the Central and South Americas. Happy Belly coffee is “grown by small-scale farmers” and is “sustainably sourced”, Amazon said.
In May, it was reported that Amazon was planning to begin selling numerous private-label items, including baby’s nappies, baby food, clothing and cleaning supplies.
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