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 candles and air fresheners.

IMG_2880The new soy-based, dye free candles come in glass jars and include trend forward natural fragrances like: papaya & coconut and lemongrass.

IMG_2885The all natural air fresheners are sold in attractive aluminum cans and feature a odor modifying proprietary technology which is safe to spray in your living and personal spaces. Fragrances include: lemongrass, papaya & coconut, mandarin melon and cucumber basil

The new sku’s join the Nature’s Promise Free From private brand line, which includes:

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


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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.