Ahold Delhaize Banners to Roll Out Kid-Friendly Private Label Line

Ahold Delhaize USA’s Retail Business Services unit is pushing out an extension of its Nature’s Promise private brand on products designed for kids.

The new Nature’s Promise Kids brand offers kid-friendly food and drinks made with ingredients parents can feel good about at a private brand value, the company said.

All of Ahold Delhaize’s U.S. retail banners—Food Lion, Giant Food, Giant/Martin’s, Hannaford, Peapod and Stop & Shop—have elected to stock the kid-friendly product line, with items hitting stores between now and the end of the year. Assortment of products and in-store timing will vary by retail brand. The first two items available in the line are Nature’s Promise Kids Sparkling Seltzer Water and Nature’s Promise Kids Squeezable Fruit Pouches.

“Families should be able to provide their children with products they feel confident in,” Juan De Paoli, SVP of private brands for Retail Business Services, said in a release. “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 customers. Nature’s Promise Kids is an answer to the demand from today’s families for products free from unwanted ingredients at an unsurpassed value.”

The Nature’s Promise Kids line, ideal for children ages 4 and older, features products that are nutritionally equivalent or better than similar traditional products, the company said. Products are free from synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup, delivering on a commitment the group made to remove those ingredients from all its private-brand products by 2025.

In addition, Nature’s Promise Kids products contain no more than 500 milligrams of  added sodium per serving; no more than 40% of calories from added sugar; no more than 10% of calories from saturated fat (except for nut, meat, poultry and dairy products); and one or more vitamins and/or minerals at 10% daily value or higher, when relevant to the product category.

Nature’s Promise Kids Sparkling Seltzer Water comes in a variety of kid-friendly flavors, including blue raspberry, bubble gum, cotton candy, pink lemonade, sour green apple and wild cherry. The seltzer, which comes in packs of six kid-size 7.5-ounce cans, is naturally flavored, contains no synthetic color, artificial flavors or juice. 

Nature’s Promise Kids Squeezable Fruit is gluten-free and BPA-free and comes in flavors such as apple cinnamon, apple strawberry, apple berry banana, apple mango and apple mango banana. Each kid-size, 3.2-ounce pouch is 50 calories, made with real fruit and does not contain sugar, synthetic color or artificial flavors.

Retail Business Services, based in Salisbury, N.C., is the U.S. shared services unit of the Dutch retailer Ahold Delhaize.