US grocer Meijer is to unveil a health-focused brand, two years after launching its Organics line.

Meijer Naturals will launch on 19 April and are free of additives, trans fats, artificial sweeteners and bio-engineered ingredients, the company said today (16 April).

“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.”

With 75 different items comprising its product line-up, Meijer Naturals is a sister brand to Meijer Organics. Positioned as a natural alternative to “processed” mainstream products, the brand will include a product line ranging from snacks and sauces to desserts and beverages.

Products will include Chocolate Chip Pancake Mix, White Cheddar Popcorn, Roasted & Salted Almonds, Ketchup, Apple Sauce and Pomegranate Juice.

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“We’re committed to helping our customers and their families eat healthier, and Meijer Naturals is certainly a smart choice,” said Shari Steinbach, Healthy Living manager at Meijer.