Meijer Launches Naturals Line

Another piece of Meijer’s wellness umbrella was sewn into place this week with the announcement that the 185-store chain is introducing Meijer Naturals, a line of products free of additives, high fructose corn syrup and genetically-modified ingredients.

Among the 75 products that are part of the rollout are Chocolate Chip Pancake Mix, White Cheddar Popcorn, Roasted & Salted Almonds, Ketchup, Apple Sauce, Pomegranate Juice, and Tomato Sauce, among others.

The line, coming out just before Earth Day, will join the Meijer Organics line that came out a few years ago. Naturals is an interesting companion private label in that there’s still no federal definition of “natural” beyond “minimally processed.” Meijer officials point this out, saying that the Michigan-based retailer “established its own high standards and strict guidelines. This means Meijer will not include any “food negatives” — such as artificial ingredients or additives — in Meijer Naturals.”

We most recently wrote about the supercenter format in February, when it began stocking a selection of green cleaners from ecostore; and again about a year ago, when it started selling certified organic potted vegetable and herb plants in its garden center departments.

The Naturals products, priced about 15% less than comparable national brand items, will certainly appeal to those customers who aren’t interested in organic (and category growth notwithstanding, there are plenty of these folks around) but still feel compelled to try and eat better. Meijer’s new private label tier is a nice middle ground.

(photo by Dave Raczkowski)