Amazon’s Vine.com Is Now Allergy Friendly: Grocer Gets a Facelift

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Source: Thinkstock

Source: Thinkstock

Amazon’s (NASDAQ:AMZN) Vine.com is catering to allergy restrictions in a whole new way. Fierce Retail reported Thursday that Quidsi, the Amazon-owned e-commerce unit that operates 10 websites, has reinvented Vine.com to make it easier for consumers with dietary restrictions to purchase natural, organic, and allergen-free groceries. Vine.com has always marketed its natural and organic products, but up until now, customers with certain dietary restrictions were on their own to find the products free of whatever component that provoked their allergic reactions. Now, however, according to Fierce Retail, VineMarket.com features a drop-down menu that includes searchable categories such as peanut-free, dairy-free, soy-free, gluten-free, kosher, vegan, and organic foods, beverages, nutritional supplements, toiletries, and household products.

The new VineMarket.com is expected to go over significantly well with health-conscious consumers, especially those with dangerous allergies, because more and more customers have shown an interest in either cutting out certain food groups or avoiding them whether or not they have allergies, and Quidsi’s new rebranded grocery site makes it that much easier for them to do so. Although, according to Fierce Retail, Vine has never sold any products with high fructure corn syrup, trans fat, artificial preservatives, animal byproducts or parabens, VineMarket.com now looks even more appealing to consumers because it removes any questions as to what components are present in certain food products.

In addition to the fact that more than 15 million American suffer from food allergies, more and more people are also turning away from products with gluten and dairy because of the current food trends that have picked up steam in the U.S. Quidsi has evidently picked up on those trends, and worked to take advantage of them while also keeping its allergy sufferers in mind. According to Fierce Retail, David Zhang, VP of retail at Quidsi and head of VineMarket.com, explained that, “We know how difficult and time-consuming it can be to sort through grocery options and read long ingredient labels, and hope that our work on VineMarket.com will help make it easier to shop for natural and organic products while adhering to the dietary needs of everyone in the house.”

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