Meijer expands private label with protein, fiber-rich products and new items

Meijer is using its private-label lineup to do more than compete on price. The Midwest grocer said it has built a store-brand portfolio with more than 700 items that contain at least 10 grams of protein per serving and more than 120 exclusive products with at least 5 grams of fiber per serving, a signal that nutrition claims are becoming a core part of the own-brand playbook.

The chain said the fiber-rich assortment includes more than 20 items in its True Goodness brand, while the protein-heavy lineup stretches across Fresh from Meijer, the core Meijer brand, Crafted Market by Meijer, True Goodness and Frederik’s by Meijer. Meijer also said it is launching more than 300 new products aligned with nutrition trends, including Frederik’s by Meijer Sesame Protein Pasta Salad with 13 grams of protein per serving, Meijer Protein Puffs Snacks with 12 grams, and True Goodness by Meijer Grass-Fed & Finished Double Smoked Beef Sticks with 10 grams.

That breadth matters because it shows how private label is moving from a cheaper substitute to a destination for shoppers looking for functional benefits at everyday price points. Meijer said current dietary reference values recommend 25 to 38 grams of fiber a day for adults, and the retailer is pairing that message with Nutrition by Meijer, a program that gives customers virtual access to registered dietitians for personalized guidance on increasing fiber and protein intake.

Don Sanderson, Meijer’s chief merchandising and marketing officer, said both fiber and protein support “gut health, mental health” and steady energy. His framing puts wellness in the same conversation as value, which is exactly where store brands are increasingly fighting for share. The strategy also fits the way many shoppers are rethinking food choices around satiety, daily wellness and the rise of GLP-1 medications.

Meijer is not alone in leaning harder into functional store brands. Kroger launched Simple Truth Protein in September 2025 with more than 80 high-protein meals and snacks, its largest product expansion to date. McKinsey said in April 2026 that competition from private-label and disruptor brands is intensifying, while volume gains in food-and-beverage consumer packaged goods remain below 1% annually. Against that backdrop, Meijer’s move looks less like a product refresh than a bid to train shoppers to expect protein and fiber claims from the retailer itself.