New Better-for-Kids private brand line offers kid-friendly food and drinks made with ingredients parents can feel good about at a private brand value

Carlisle, PA, August 8, 2019 – GIANT Food Stores today announced the launch of a new private brand product line – just for kids. Nature’s Promise® Kids is an extension of the current Nature’s Promise line of free from products which includes many organic options. Select items are already in-store with more launching over the next year at all 181 GIANT, MARTIN’S Food Markets and GIANT Heirloom Market stores.

“Our new Nature’s Promise Kids builds on the success of Nature’s Promise, a brand our customers have loved and trusted for more than 15 years,” said John Ruane, chief merchandising officer, GIANT Food Stores. “Arriving in stores just in time for the start of the new school year, Nature’s Promise Kids offers parents affordable, high-quality and great-tasting lunchtime solutions. We’re excited to introduce these new products, as we’re sure they will become customer favorites.”

The Nature’s Promise Kids line, ideal for children ages four and up, features products that are nutritionally equivalent or better than similar traditional products. Nature’s Promise Kids products do not include any synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG or high fructose corn syrup. In addition, Nature’s Promise Kids products contain:

  • No more than 500 mg of added sodium per serving;
  • No more than 40% of calories from added sugar;
  • 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.)

The first two items to hit store shelves are Nature’s Promise Kids Sparkling Seltzer Water and Nature’s Promise Kids Squeezable Fruit Pouches. Guiding Stars, an evidence-based nutrition guidance program used by GIANT to help customers identify nutritious choices, awarded the pouches two Guiding Stars, indicating it is a better nutritional value product.

Nature’s Promise Kids Sparkling Seltzer Water comes in a variety of kid-friendly flavors, bubble gum, cotton candy, sour green apple and wild cherry. The seltzer, which comes in packs of six kid-size 7.5-ounce 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-ounce pouch is 50 calories, made with real fruit, and does not contain added sugar, synthetic color or artificial flavors.

GIANT will introduce additional Nature’s Promise Kids products to its offering, including apple slices, fruit snacks, cereal and more, over the next several months.

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.

GIANT has committed to removing all synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup from all private brand products by 2025.


About GIANT Food Stores, LLC
Founded in 1923 in Carlisle, Pennsylvania, GIANT Food Stores is passionate about building strong families and creating healthier communities for a better future. GIANT proudly serves millions of families across Pennsylvania, Maryland, Virginia and West Virginia. An omni-channel retailer, GIANT showcases the talents of its more than 32,000 associates at its 181 stores, 132 pharmacies, 102 fuel stations and over 100 online pickup hubs and grocery delivery service in hundreds of zip codes. As a company that has deep community roots coupled with a purpose-driven culture, its associates believe in giving back to their community and over the last five years, GIANT, with the help of its customers and vendor partners, has proudly donated more than $100 million to local nonprofits. The GIANT Food Stores family of brands includes GIANT, MARTIN'S Food Markets, GIANT Heirloom Market, GIANT Direct and MARTIN’S Direct. GIANT Food Stores is a proud company of Ahold Delhaize USA. For more information visit the GIANT or MARTIN'S websites.

Ashley Flower
GIANT Food Stores
[email protected]