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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