Ahold Evolves Nature’s Promise “Free From” Private Brand

natures promise cleaningThis past week Ahold and its banners Giant Food and Stop & Shop announced the introduction of Nature’s Promise “Free from” products.

Since being introduced in 2004, Nature’s Promise products have been a familiar, affordable favorite of Stop & Shop customers, especially the USDA certified organic products. As part of a brand evolution, Nature’s Promise natural products are now clearly labeled “Free from” to help customers make healthy choices.

The announcement follows several stories we have reported on the introduction of Nature’s Promise Free from cleaning products over the last few months.

NAtures promise free from“Customers continue to ask us for more organic and free from choices in our stores and Nature’s Promise is a brand they can trust to provide affordable organic and Free from products,” said Juan De Paoli, senior vice president, Own Brands. “With this refresh, we continue to innovate within our Nature’s Promise brand bringing new solutions and more transparency to help our customers eat well and save money.”

Nature’s Promise “Free from” ingredients are clearly indicated on the product packaging and all Nature’s Promise “Free from” products are free from artificial ingredients, including artificial colors, flavors and preservatives. Nature’s Promise “Free from” household products are free from harsh chemicals, including ingredients like added artificial dyes and fragrances.

The more than 800 fresh, grocery, health and beauty and household Nature’s Promise products can be found only at Ahold banners. New products continue to be introduced and exciting new Nature’s Promise products include all-purpose household cleaners, hand soaps, vitamins, baby food, spices, artisan breads, marinades and turkey bacon.



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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.