As Amazon continues to ramp up its private label and exclusive brand efforts, it is partnering with companies new and old to expand its offerings. In this case, Colavita, founded in Italy in 1938, has launched a new line of pastas, oils, and vinegars under the Amazon Exclusive brand Santa Ninfa.
It’s the first Amazon Exclusive pasta brand we’ve seen. Currently, Amazon also offers private label pastas under its Whole Foods 365 Everyday Value brand.
Colavita also sells pastas under the Colavita brand on Amazon.
Barilla currently dominates organic search results for pasta on Amazon.com, along with De Cecco, Giusto Sapore, Garofalo, and many others. As Amazon continues to grow its grocery selection, we’d expect to see more brands in the future.