USA: Meijer launches True Goodness private label brand

In an attempt to streamline its natural and organic portfolios, US supermarket chain Meijer has joined its two private label brands Meijer Organics and Meijer Naturals into one single brand called True Goodness.

The company is starting by transitioning 225 of its organic and natural products to the True Goodness brand. By early 2016 the company expects to expand the range to 325 products.

The product range includes frozen foods, dairy products, bakery, cereal, snacks & sweets, beverages, fresh produce and store cupboard items.

Peter Whitsett, EVP of merchandising and marketing for Meijer said: “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 [...] this brand makes real food more approachable, and is part of our ongoing focus to provide health and wellness options for our customers”.

Source: Progressive Grocer / Meijer