As consumers continue to lean toward healthier meal and snacking options, Meijer announced an expansion of its assortment of real food products through the launch of the True Goodness™ by Meijer brand.

The Grand Rapids, Mich.-based retailer combined its Meijer Naturals and Meijer Organics products lines to one True Goodness™ by Meijer brand in an effort to minimize confusion over which products are better for customers based on their ingredients.

“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.”

According to industry research, millennial customers are leading the conversation around organic and real food, influencing trends among older generations. With 9 million millennial moms in the U.S. alone, this generation also comprises the majority of today’s new parents. And while many millennial moms still purchase the processed national brand peanut butter, chips, cereals and yogurt for their spouses, they are also grabbing healthier versions for their children.

With nothing artificial, no hydrogenated oils, and a wide range of USDA certified organic items, True Goodness offers healthier food options at a great value and with a wide product selection available throughout the store. The packaging differentiates which items are USDA certified organic, meaning these products do not contain GMOs, growth hormones, antibiotics, conventional pesticides, synthetic fertilizers or ionizing radiation.

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.

“We are committed to providing our customers healthier options at an affordable price, and are pleased to offer a growing assortment through the True Goodness brand,” Meijer Healthy Living Manager Shari Steinbach said.