Quidsi Inc., an Amazon.com Inc. subsidiary that operates 10 e-commerce web sites including pet supplies store Wag.com and luxury beauty retailer BeautyBar.com, has relaunched its Vine.com grocery site to cater to consumers with specialty food preferences or allergies.

Called VineMarket.com, the new site has a wider selection of thousands of natural and organic grocery products than the old one, along with a revamped site search feature that allows shoppers to filter by ingredients or allergens. For example, a customer can use drop-down menus to select peanut-free, dairy-free, tree nut-free, soy-free, gluten-free, kosher, vegan or organic food. On each product page, the web site also highlights in large, red text the characteristics of each product, including all allergens, that is, components that can provoke allergic reactions.

“According to FARE, the organization for Food Allergy Research & Education, about 15 million Americans suffer from food allergies,” says David Zhang, vice president of retail at Quidsi and head of VineMarket.com. “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.”

VineMarket.com customers may also share a shopping cart when shopping across the Quidsi sites, Diapers.com, Wag.com and Soap.com, the retailer says. Orders of at least $49 come with free two-day shipping.

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