Meijer Launches Specialty Store Brand Foods

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December 2, 2009

The new Meijer Gold debuts this month and offers a collection of original recipe items that are either made by a local company within the Meijer operating region or by a family-owned business.

The line also features interesting foods endemic to a particular place or country. With diverse delicacies such as handcrafted sparkling lemonade from an original family recipe in France, to cocoa sourced from a Pacific Northwest family known for producing luscious chocolate recipes, Meijer Gold features unique one-of-a-kind products.

Meijer Gold is for food connoisseurs looking for more experience-rich foods, such as those born of family traditions, according to a company statement.

"Meijer customers have great taste, and it's our job to keep providing them with great-tasting food items," said Ralph Fischer, group vice president-foods at Meijer, operator of 190 super centers in Michigan, Ohio, Indiana, Illinois, and Kentucky. "But we also want to offer them products that they won't find anywhere else, and that's exactly what Meijer Gold offers. We've traveled the globe and looked in small towns to source premium products that have a distinctive history, heritage or story."

Each of the 80 products in the Meijer Gold line has a tale to tell. For instance, the brand's mustard is prepared from an age-old German recipe by a long-time Midwest company; the salsa is created by a family-owned Southern California producer; and the cream pasta sauces are sourced from legendary Chicago restaurateurs, the Mugnolo family.

Some of products include Champagne Dill Mustard, Sugar-Free Maple-Praline Syrup, Grilled Pineapple Chipotle Salsa, Smokey Mozzarella Cheese Spread, Porcini Truffle Tortellini, Crab Puff Pastries, Biscotti Munch Chocolate Caramel Cookies and Michigan Apple Cheesecake.

The line is supported by premium packaging, which highlights both the flavor and 'golden' aspect of the brand, company executives said. Along with a recognizable gold seal and appetizing imagery, each package tells the story of the product's origin, “allowing consumers to feel as if they are sharing in someone's family tradition.”

Originally launched in 2005, Meijer Gold provided a premium version of everyday items. This new approach to the Meijer Gold brand stems from the Grand Rapids, Mich.-based retailer’s desire to deepen its commitment and connection to regionally sourced foods, family-run businesses, and authentic and distinctive recipes.

"Meijer Gold allows consumers to add a touch of flair to their everyday cuisine," said Fischer. "The brand's distinctive products and flavor cues will turn an ordinary meal into a premium experience that will blow customers away without blowing their grocery budgets."

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