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Stop & Shop and Giant Food, both Ahold-owned chains in the eastern US, will unveil a line of natural and organic foods this week under the name Nature’s Promise. The line, according to a report in the Washington Post, will include milk, butter, cookies and frozen vegetables.

The goal, according to the company, is to simultaneously meet the growing demand for natural and organic products and, by making it a private label solution, keep prices down so that the category will be even more appealing to shoppers. There will. Be about 90 SKUs by the end of 2004, and an estimated 200 by the end of 2005.

The Food Marketing Institute (FMI) estimates that the natural and organic categories generated $20.5 billion on them in 2003, up from about $8.3 billion four years ago.
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