Product innovation: Just-for-kids own-brand line launches in U.S. brands

August 9, 2019 – Retail Business Services, which supports the Ahold Delhaize USA brands, has launched the grocery industry’s first better-for-kids own-brand line of products. Nature’s Promise Kids includes kid-friendly food and drink options made with ingredients parents can feel good about at a private brand value. The products will be carried at Food Lion, Giant Food, Giant / Martin’s, Hannaford, Peapod and Stop & Shop, and will hit the stores between now and 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 customers. It is an answer to the demand from today’s families for products free from unwanted ingredients at an unsurpassed value.” 

The product line is designed for children ages four and up and is an extension of the free-from line, Nature’s Promise, which includes many organic options. Nature’s Promise Kids features products that are nutritionally equivalent or better than similar traditional products, and are free from synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup. This is in line with Retail Business Services commitment to remove these from all own brands by 2025. 

Nature’s Promise Kids products will also contain no more than 500 mg of added sodium per serving, no more than 40% of calories from added sugar and 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 (if relevant to product category). 

Back to index