Ahold Delhaize Launches a Just-for-Kids Own-brand Line

Retail Business Services, which supports Ahold Delhaize USA brands, has launched a better-for-kids own-brand line of products – Nature’s Promise Kids.  

An extension of the current Nature’s Promise free from line, the new line is targeted for youths and includes several organic options. Ahold Delhaize’s banners Food Lion, Giant Food, Giant/Martin’s, Hannaford, Peapod and Stop & Shop will be carrying the new products by the end of the year. 

“Families should be able to provide their children with products they feel confident in,” said Juan De Paoli, SVP of Private Brands for Retail Business Services. “No one believes this more than the local grocery retail brands we support that have elected to carry this new line. In fact, Nature’s Promise Kids is a result of conversations with our grocery retail partners about what they are hearing from their consumers. It is an answer to the demand from today’s families for product free from unwanted ingredients at an unsurpassed value.” 

The product line is designed for children ages four and up and includes products that are nutritionally equivalent or better than similar traditional products. All foods are free from synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup. 

Nature’s Promise Kids products will also contain no more than 500 mg of added sodium preserving, no more than 40 percent of calories from added sugar and no more than 10 percent of calories from saturated fat – except for nut, meat, poultry and dairy products. Each product contains one or more vitamins and/or minerals at 10 percent daily value or higher.