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Ahold Delhaize USA Launches New Just-For-Kids Private Brand Line

Nature's Promise kids Ahold Delhaize USA

Retail Business Services, the services company of Ahold Delhaize USA, has launched a new just-for-kids private brand product line. Nature’s Promise Kids is an extension of the current Nature’s Promise free-from line, which includes many organic options.

Food Lion, Giant Food, Giant/Martin’s, Hannaford, Peapod and Stop & Shop stores will 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.

“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. 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 up, features products that are nutritionally equivalent or better than similar traditional products. Delivering on the commitment Retail Business Services made last year to remove all synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup from all private brands products by 2025, the Nature’s Promise Kids products do not include any of these items. In addition, Nature’s Promise Kids products contain:

  • No more than 500 mg of added sodium per serving;
  • No more than 40 percent of calories from added sugar;
  • No more than 10 percent of calories from saturated fat (except for nut, meat, poultry and dairy products); and
  • One or more vitamins and/or minerals at 10 percent daily value or higher (if relevant to product category).

The first two items available in the line are Nature’s Promise Kids Sparkling Seltzer Water and Nature’s Promise Kids Squeezable Fruit Pouches. Other products are expected to be introduced over the next few months.

Nature’s Promise Kids Sparkling Seltzer Water comes in a variety of 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-oz. 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-oz. pouch is 50 calories, made with real fruit and does not contain sugar, synthetic color or artificial flavors.

Nature’s Promise is a line of food products with a complete range of affordable, wholesome products across the store. All edible, plant-based products contain only non-GMO ingredients, and many items are certified organic.

About the author


Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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