Ahold Launches Nature’s Promise Free From Cleaning


In January 2015, Carlisle, Pennsylvania-based Ahold and its banners Stop & Shop and Giant introduced an extension of the natural and organic Private Brand, Nature’s Promise. The new items pushed the brand into new categories with the introduction of Free From cleaning products who confidently proclaim on the back of each package:

“Our Nature’s Promise Free from Liquid Dish Detergent is just that – free from artificial fragrances, dyes and harsh chemicals.  This means you can feel good about making it a part of your home and ensuring the best for your family.”

With this move Ahold is positioning its new Nature’s Promise as a healthy option with products that are efficacious and affordable. The move creates an authentic and verifiable set of product attributes and claims: transparency in the way of full ingredient disclosure, cruelty free (no testing on animals), gluten free and vegan.\"Natures-Promise-Cleaners-750x553\"

Nature’s Promise Free from products include:

  • All Purpose Cleaner
  • Bathroom
  • Glass
  • Toilet Bowl
  • Laundry Liquid
  • Liquid Dish
  • Fabric Softener
  • Bath Tissue
  • Paper Towels

In April, Nature’s Promise Free From products are being promoted with a first appearance in the April 10 circular, accompanied by endcaps, signage, in-store contests and “buy $10 worth of Nature’s Promise products get a free, recyclable bag.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.