CHICAGO – Online grocer FreshDirect announced plans to launch a new private-label food brand “Just FreshDirect,” Supermarket News reports.

Just FreshDirect is scheduled to launch next month with 20 shelf-stable, dairy and frozen products, including butter, eggs, flour, milk and olive oil. The company said it plans to expand the brand to 150 items by the end of next year.

“Our goal is to have representation in almost every category,” said Emma Fuerst Frelinghuysen, the online grocer’s senior director of private brands.

Fuerst Frelinghuysen described the brands as “truthful” and “transparent,” with product packaging that indicates where the food or beverage was sourced or farmed.

“Our customers have told us that they want to know where their food comes from,” said Fuerst Frelinghuysen.

FreshDirect plans to price the brands 10% to 20% less than national brand counterparts.