Nature's Promise refresh highlights 'free-from'

Ahold on Wednesday announced the launch of "free-from" labeling on its natural/organic Nature's Promise private label brands available at U.S. retail banners.

Ahold introduced the Nature's Promise brand in 2004. As part of a brand refresh, Nature’s Promise natural products are now clearly labeled “Free from” to help customers make healthy choices.

“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, SVP, 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.

Ahold sells more than 800 fresh, grocery, health and beauty and household Nature’s Promise products at its stores under the Stop & Shop, Giant and Martin's banners. New products include all-purpose household cleaners, hand soaps, vitamins, baby food, spices, artisan breads, marinades and turkey bacon.

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