Ahold Expands Natures Promise Free From


Natures place hand wash 3
Following the successful launch of Ahold private brand Nature’s Promise Free From Household and Laundry products at Giant and Stop & Shop the retailers has introduced new products extending the sub brand into HBC.

The new plant-based hand washes combine performance and natural fragrance with price points that make sense to their shopper. The three sku’s feature fresh natural scents, which include Cucumber Basil, Papaya & Coconut and Free & Clear.

According to Mintel With 67% of US shoppers now “green involved” products that have these attributes are more important than ever. Consequently todays shoppers are actively seeking healthier alternatives in their every day products.

The hand wash joins the Nature’s Promise Free From private brand line, which includes:

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

Keep your eye on Ahold and Nature’s Promise as they continue to build and market their Natures Promise Free From private brand.



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Christopher Durham

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.