Meijer debuts 'natural' line of products

by Eric Schroeder
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GRAND RAPIDS, MICH. — Meijer has introduced Meijer Naturals, a line of health-focused foods that are free of additives, trans-fats, artificial sweeteners and bioengineered ingredients. The product launch comes on the heels of the company’s debut of Meijer Organics.

"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," said Ralph Fischer, group vice-president - foods at Meijer. "This is an exciting brand that we feel today’s shopper will embrace given that it’s delicious, wholesome and a great value."

Meijer Naturals, which is a sister brand to Meijer Organics, will be positioned as a natural alternative to processed mainstream products, the new brand will include everything from snacks and sauces to desserts and beverages. Meijer Naturals contains no bioengineered ingredients, no high-fructose corn syrup or artificial sweeteners, no added hydrogenated oils or trans-fats, no artificial food colorings or flavorings, and no artificial preservatives.

The new line, which has 75 different products, includes 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 Naturals, priced at 10% to 15% less than comparable national brand products, will likely appeal to concerned parents who want to make healthy food choices for their families.

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