Meijer combines natural and organic PL lines

Meijer Inc. is transitioning its Meijer Naturals and Meijer Organics products into one line called True Goodness to avoid shopper confusion, the Grand Rapids, Mich., retailer announced.

Products in the True Goodness line contain no artificial ingredients or hydrogenated oils, and many are USDA certified organic. Organic items are identified on the packaging.

True Goodness will encompass 225 products from Meijer Naturals and Meijer Organics. The retailer also plans to add 100 products — including granola chips, coconut oil, organic coffee pods, macaroni and cheese, juice boxes, organic popcorn, spices and frozen potatoes — by early 2016.

“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,” Peter Whitsett, EVP of merchandising and marketing, said in a press release. “This brand makes real food more approachable, and is part of our ongoing focus to provide health and wellness options for our customers.”