Meijer, Grand Rapids, Mich., launched the True Goodness by Meijer brand, which combines the Meijer Naturals and Meijer Organics products lines into one.

“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,” says Peter Whitsett, executive vice president of merchandising and marketing. “This brand makes real food more approachable, and is part of our ongoing focus to provide health-and-wellness options for our customers.”

With nothing artificial, no hydrogenated oils and a wide range of USDA-certified organic items, True Goodness offers healthier food options with a wide product selection, including milk and yogurt, among others.

Meijer is in the process of transitioning 225 of its Meijer Organics and Meijer Naturals food items to the True Goodness brand, and plans to add 100 new products this year, including frozen potatoes. The True Goodness brand is slated to offer 325 total products by early 2016.