Ahold Delhaize USA Commits to Remove Artificial Ingredients from Private Brands by 2025

The services company of Ahold Delhaize USA, Retail Business Services announced today a commitment to make its retailers private brand products more natural by 2025. As a result Ahold Delhaize USA banners including Food Lion, Giant Food, GIANT/MARTIN’S, Hannaford, Peapod and Stop & Shop will remove all of the following from all of their private brands:

  • Synthetic colors
  • Artificial flavors
  • Artificial preservatives
  • Artificial sweeteners
  • MSGs
  • High fructose corn syrup

The private brands will also continue product innovations that reduce salt and sugar, advance transparency and sustainable chemistry practices used in products and packaging, and dramatically reduce plastic and packaging waste. They also plan to produce more allergen-free products and will further strengthen guidelines for Nature’s Promise, its free-from and organic brand.

“We’re extremely proud to make this commitment and deliver cleaner, more transparent, and more nutritious private brand products, while preserving the great value, taste and quality consumers expect and deserve on these items,” said Juan De Paoli, senior vice president of Private Brands for Retail Business Services. “At our core, we are about making it easier for everyday shoppers to buy better, and this initiative does just that.”

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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.