Meijer Debuts Branded Natural Foods Line

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Meijer Debuts Branded Natural Foods Line

Two years after the launch of its Meijer Organics line of products, the Midwest supercenter pioneer is unveiling another health-focused brand that is artificial ingredient- and additive-free.

Company officials say the new Meijer Naturals lines -- which will begin appearing on store shelves this weekend -- aims to provide a “healthy and tasty alternative for customers who seek wholesome foods that are minimally processed and contain nothing artificial.”

Ralph Fischer, Meijer’s group VP/Foods, explained: “Meijer Naturals is a natural fit for us, and a great fit for those who lead a smart and active lifestyle where healthy living and eating are paramount.” Describing the brand as “exciting” and one that the Grand Rapids, Mich.-based retailer’s shoppers will likely strongly embrace, the line comprises 75 items.

Billed as a sister brand to its existing Meijer Organics line, the company’s new proprietary Naturals line will be positioned as a natural alternative to processed mainstream products. Running the gamut from snacks and sauces to desserts and beverages, the better-for-you brand is not only GMO- and high fructose corn syrup-free, it also contains no artificial sweeteners, added hydrogenated oils or trans fats, artificial food colorings or flavorings, and artificial preservatives.

A sampling of some of the products that fall under the new Meijer Naturals brand include chocolate chip pancake mix, white cheddar popcorn, roasted and salted almonds, ketchup, apple sauce, pomegranate juice, triple chocolate chip and key lime white chocolate chip cookies, multigrain crackers, tomato sauce, and corn and bean mild salsa.

Meijer Healthy Living manager Shari Steinbach said the line rollout underscores the 185-store chain’s commitment “to helping our customers and their families eat healthier…and [it’s] certainly a smart choice. Coupled with our Meijer Organics line, this new product furthers our reputation as the pre-eminent health-and-wellness brand among grocers.”