Wickedly Prime Grows and Expands

Seattle-based Internet retail giant Amazon has expanded its private brand “Wickedly Prime” beyond premium chips, popcorn, nuts, and cookies to include tetra pack soups, chocolate spreads, seaweed snacks, and teas. The move expands the selection to 17 items available on amazon.com and intriguingly expands the product categories beyond snacks.
The addition of soup and tea shifts the brand from simply being a snack brand to something bigger. Will Wickedly Prime become a traditional premium tier private brand (Private Selections from Kroger) or are they gunning for a more specialty foods focused Trader Joes, only time will tell?

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.