Amazon has added a new food line called Aplenty to its private-brand grocery roster. Sold online and in-store via Amazon Fresh supermarkets, Aplenty at launch includes such items as potato chips, pita chips, crackers, cookies and mustard, Amazon said in a press release. Plans call for hundreds more Aplenty products to roll out over the next year, covering such categories as confections, salty snacks, cookies, crackers, frozen food, condiments, sauces, seasonings, baking mixes and pantry staples.

Aplenty also brings a better-for-you focus. Amazon said the products are developed to the highest standards, with recipes rooted in quality ingredients and contain no artificial flavors, synthetic colors or high-fructose corn syrup. The company added that Aplenty products are backed up with a “Delicious Guarantee,” in which customers can get a refund of the purchase price if not satisfied.

Examples of currently available Aplenty products include twice-baked parmesan, garlic and herb pita chips; small-batch pink Himalayan sea-salt kettle-cooked potato chips; slow-baked cornbread crackers; salted caramel chip mini cookies; and honey Dijon mustard made with stoneground mustard seed and real honey.