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Giant's Nature's Promise Line A Response to Demand for Natural Value

LANDOVER, Md. – Giant Food of Landover's new Nature’s Promise line of health-oriented private label products was created specifically to address Giant Food shoppers' demand for a better value offering in organic and natural foods, the chain said yesterday.

Giant Food discovered the need for such a program in the course of conducting market research, including Web-based surveys and consumer panels, according to Graham Mitchell, director of product development for parent company Ahold USA.

Giant will initially introduce 25 Nature's Promise products in the dairy and grocery categories, among them organic and soy milk, assorted natural cookies, organic juices, and organic chips.

A total of 90 new Nature's Promise products will be available in Giant stores by early next year. Later introductions "will include perishables, bread, nuts, dried fruit, pasta, pasta sauce, and canned vegetables," said Mitchell.

The company said Nature's Promise natural and organic products are free of artificial colors and flavors, hydrogenated oils, and bleached and bromated flours. Giant's suppliers follow strict quality standards for every item in the line, and products are tested at the chain’s on-site facilities. Nature's Promise Organics also meet all USDA organic certification requirements, and have no pesticides, synthetic fertilizers, growth hormones, antibiotics or genetically modified seed, can be used to produce food that is organic certified, the company said.

The line's packaging is specially designed to serve consumer with special needs. It includes a series of icons that prominently flags products made without substances that might cause allergic reactions. "The icons are easy to understand," said Odonna Mathews, Giant's v.p. of consumer affairs. "They let shoppers see at a glance if a product is gluten-free, nut-free, lactose-free or egg-free without having to spend lots of time reading the listed ingredients, making shopping easier."

Nutrient and health information is also conveyed through easy-to-read icons and call-outs. All nutrient and health claims meet federally defined criteria.

"Many customers want to purchase more organic and natural foods, but price has often been a barrier," said Mathews. "Our new line offers our customers the opportunity to purchase good quality natural and organic products, at an affordable price, which equates to an outstanding value."
-- Joseph Tarnowski
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