Meijer Introduces New Line of Natural, Organic Foods

2011

As consumers demand more organic and healthy foods, Grand Rapids-based Meijer has launched a line of products, called True Goodness, with no artificial ingredients or hydrogenated oils. The lineup, which includes popcorn, macaroni and cheese, and coconut oil, replaces the grocery chain’s current organic and natural food lines.

"We know it's important to our customers to provide wholesome foods to their families, and the True Goodness brand is a simple and affordable solution to eating healthier," says Peter Whitsett, executive vice president of merchandising and marketing for Meijer. "This brand makes real food more approachable, and is part of our ongoing focus to provide health and wellness options for our customers."

Whitsett says Meijer is transitioning nearly 230 of its Meijer Organics and Meijer Naturals food items to the True Goodness brand to prevent confusion, and will add 100 new products this year. In total, the brand will offer about 325 items by early next year, including granola chips, organic coffee pods, juice boxes, spices, and frozen potatoes.

True Goodness will offer some USDA certified organic items, and the packaging will differentiate which items are organic, meaning they do not contain genetically modified organisms (GMO’s), growth hormones, antibiotics, conventional pesticides, synthetic fertilizers, or ionizing radiation.

Whitsett says a gallon of 2 percent organic milk will be priced at nearly $7, and a 16-ounce container of peanut butter costing about $2.

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