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Meijer Transitions Natural, Organics Into Singular Brand

In a bid to minimize customer confusion and streamline one of its most popular private brand families, Meijer Inc. is transitioning its Naturals and Organics private brand products into a fused line called True Goodness.

“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,” said Peter Whitsett, EVP 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.”

The decision reflects research about Millennial shoppers – who comprise the majority of today's new parents and who are leading the conversation around organic and "real" food. While many of the nine million Millennial moms still purchase the processed national brand peanut butter, chips, cereals and yogurt for their spouses, they are also grabbing healthier versions for their children.

As such, Meijer is in the process of transitioning 225 of its organic and natural food items to the True Goodness brand, and plans to add 100 new products this year, for a total of 325 items by early 2016. Products include everything from peanut butter and frozen foods, to crackers and juice boxes, to granola chips, coconut oil, organic coffee pods, macaroni and cheese, organic popcorn, spices and frozen potatoes.

“We are committed to providing our customers healthier options at an affordable price, and are pleased to offer a growing assortment through the True Goodness brand,” noted Meijer Healthy Living Manager Shari Steinbach.

True Goodness by Meijer features a wide variety of USDA certified organic items, free of artificial flavorings, hydrogenated oils, GMOs, growth hormones, antibiotics and conventional pesticides. The packaging also differentiates which items are USDA certified organic, meaning these products do not contain GMOs, growth hormones, antibiotics, conventional pesticides, synthetic fertilizers or ionizing radiation.

Recently named as Progressive Grocer's 2015 Retailer of the Year, the privately owned Meijer operates 222 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin. As a pioneer of the “one-stop shopping” concept, Meijer stores have evolved through the years to include expanded fresh produce and meat departments, as well as pharmacies, comprehensive apparel departments, garden centers and electronic offerings.



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