US retailer Meijer is hoping to appeal to millennial consumers and tap into demand for "healthier" meal and snack options – such as organic and "real food" products – through the launch of a store-brand range.

The company is combining its Meijer Naturals and Meijer Organics products lines to one True Goodness by Meijer brand in an effort to minimise confusion over which products are "better for customers based on their ingredients", the company 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," said Peter Whitsett, executive vice president of merchandising and marketing for Meijer. "This brand makes real food more approachable, and is part of our ongoing focus to provide health and wellness options for our customers."

True Goodness products contain "nothing artificial", no hydrogenated oils and includes a "wide range" of USDA-certified organic items throughout the store.

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 granola chips, coconut oil, organic coffee pods, macaroni and cheese, juice boxes, organic popcorn, spices and frozen potatoes.

The True Goodness brand is slated to offer 325 total products by early 2016.

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By GlobalData