// Amazon launches new plant-based private label line for Fresh stores
// Amazon will continue to expand the plant-based line over the course of the year
Amazon has launched a new plant-based brand for its Fresh brand in stores and online as the demand grows for plant-based products.
Fresh Plant-Based includes 15 products at launch, including burgers, almond milk and meatballs, with additional products rolling out this year.
The introduction of plant-based private label foods continues Amazon’s rapid expansion of store brands throughout grocery categories.
READ MORE: Hands On with Amazon Fresh store
In an effort to promote the new range, Amazon said it is offering 20% off on its plant-based products this month, both online and in stores.
Amazon added that it will continue to expand the plant-based line over the course of the year.
The news comes after both Aldi and Tesco revealed that the demand for plant-based foods had soared in the past year.
Tesco said in January that it launched a new plant-based meal deal following demand.
Aldi found that sales of its plant-based products had surged by a colossal 500% year-on-year during Veganuary.
The German discounter said it expects the increase in demand for its plant-based products to continue this year.
Aldi has already expanded its range for Veganuary by more than 50% in response to the demand.
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