Food Service & Agriculture, Marketing, PR & Advertising, and Retail

Retailer launches natural food and drink line

September 18, 2015
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Retailer launches natural food and drink line
The True Goodness line by Meijer is comprised of hundreds of natural food and drink items. Courtesy Meijer

A retailer has launched a new branded line of natural food and drinks.

Grand Rapids-based Meijer said yesterday that it has combined its Meijer Organics and Meijer Naturals product lines to create True Goodness, an expansion of Meijer’s “real food” products.

"We know it's important to our customers to provide wholesome foods to their families,” said Peter Whitsett, EVP of merchandising and marketing, Meijer.

"This brand makes real food more approachable and is part of our ongoing focus to provide health and wellness options for our customers."

The True Goodness brand is expecting to offer 325 products by early next year to meet demand by millennials and young parents, who are particularly interested in healthier living and eating, according to Meijer.

The True Goodness brand features “nothing artificial, no hydrogenated oils and a wide range of USDA-certified organic items.”

Meijer is also in the process of changing 225 of its Meijer Organics and Meijer Naturals items into the True Goodness brand, with plans to add 100 new products this year.

The new products will include spices, granola chips, coconut oil, organic coffee pods, macaroni and cheese, organic popcorn, frozen potatoes, juice boxes and more.

"We are committed to providing our customers healthier options,” said Shari Steinbach, healthy living manager, Meijer

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