Grocer Coop Switzerland has extended its Naturaline private brand to include children’s bath and body products. The products are sustainable and eco-friendly with an emphasis on a simplicity. The line includes soap, shower gel, shampoo and bubble bath, with extracts such as daisy, rose and mint.

Each product contains at least 98% natural raw materials, as well as avoiding synthetic dyes, silicone and mineral oil.

The packaging is designed with little hands in mind, it features friendly monster drawings. The assortment is produced by Coop’s subsidiary company Steinfels Swiss, located in Winterthur.

“What is essential for us is that products are made in Switzerland,” said Kerstin Czermak, brand manager for Coop’s Swiss Naturaline range.

“Not only for sustainable development issues, but also because the strict controls and certification processes lead to an impeccable quality.”

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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.