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Amazon Adds Wickedly Prime Food PL has launched a new food brand in its private label pantheon, this one being particularly noteworthy because it's the company's first food line that doesn't hide its status as a private label.

Wickedly Prime, which One Click Retail said launched earlier this month, points to its ownership by the Seattle-based e-commerce giant in both name and logo: “Prime” alludes to its exclusive availability to members of the Amazon Prime subscription program, while the brand's logo features a smile made out of the signature sweeping arrow in its parent's logo. A web page detailing the brand currently shows the brand covering a selection of snacks, including popcorn, blue corn tortilla chips, sweet potato tortilla chips and soft-shell almonds. The products can be purchased via Amazon's main site, as well as its AmazonFresh and Prime Pantry services.

“We are Wickedly Prime, and our passion to experience and share the best flavors on earth has inspired us to create a new line of distinctive food and beverages, available exclusively to Amazon Prime members,” Amazon said on its website.

The brand's name first came to light in May, when The Wall Street Journal reported Amazon's plan to roll out several private label food and nonfood brands. That announcement also included the Happy Belly and Mama Bear brands, both of which already are available from the company.

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