Amazon is reportedly looking at adding cereal to its product lineup

Amazon is reportedly looking at adding cereal to its product lineup

E-commerce giant Amazon is reportedly planning to introduce grocery items to its line-up of private label brands

According to The Wall Street Journal, Amazon is preparing to add milk, cereal and baby food to its Elements brand, which it launched last year. Amazon has been selling diapers and baby wipes under the Elements brand to Prime subscribers.

The company reportedly sought trademark protection earlier this month for more than two dozen categories under its Elements brand including coffee, soup and pasta. It has looked into partnerships with some private-label food manufacturers including TreeHouse Foods according to the WSJ.

Amazon has been pushing to expand sales of food online including through its Fresh grocery delivery arm. Last year it rolled out Prime Pantry, which allows customers to order small items the company generally only offered in bulk.

Amazon and Treehouse could not be reached for comment at time of press.