Expansive line of private-label “free-from” products

Supermarket product line naming

Ahold USA challenged Catchword to create a private-label name for its US supermarket chains (which include Giant Food Stores—now known as The Giant Company—Stop & Shop, and Martin’s) to encompass more than 500 natural and organic products, ranging from chips and salsa to pasta sauce and peanut butter. The name needed to be distinctive while quickly communicating (but not overpromising) “free-from” purity and general deliciousness.

Catchword ultimately landed on a name that let nature do the heavy lifting. Nature’s Promise suggests all the goodness of nature, with its potential to be protective and nourishing. The name is well-understood across audiences and has lent itself easily to the now-800+ products ranging across categories, from fresh food and grocery to household and health & beauty.

The Nature’s Promise line has been so successful that it is now carried in other grocery chains under the Ahold umbrella, including Hannaford, Food Lion, and Peapod. And the name was extended to Nature’s Promise Kids in 2019, featuring foods and beverages free of synthetic colors, artificial flavors and preservatives, and high-fructose corn syrup—continuing to deliver on the true promise of nature.


Ahold USA
Ahold USA
Food & Beverage
Product Naming

“Customers continue to ask us for more organic and ‘Free from’ choices in our stores. ... 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.”

Juan De Paoli | Senior Vice President, Own Brands, Ahold USA

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