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, 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.