Advisory: Holiday Storytelling, The PC Way



    - Product Developers from the world's most successful private label food
    brand host an exclusive media preview, sharing the rich stories behind
    some of the 140 innovative new foods launching in time for the holiday
    season -

    BRAMPTON, ON, Nov. 1 /CNW/ - Dulce de Leche (or "sex in a bottle"
according to its product developer) from Argentina. Dim Sum made by hand in
China. Tarte au Chocolate and Tarte au Citron inspired from travels to Paris.
A fudge so buttery you might think you were in old town England. Representing
the largest food launch in its close to 25-year history, President's Choice is
set to unveil 140 new food products when the much-anticipated 2007 "PC Holiday
Insider's Report" launches November 10.

    
    WHAT:  President's Choice Product Developers will share the rich stories
           of history, culture, global travel and innovation behind some of
           the 140 new food products launching November 10.
         - Bringing Argentina's "sex in a bottle" to Canada. Talk about
           passion.
         - The story behind bringing a whole new concept to food retailing -
           Why Take Out when you can Take In?
         - Five-star dining for pooch. Turkey, stuffing and cranberry sauce,
           complete with apple crumble for dessert.
         - First it was Turkey. Now Lamb. Bringing innovation to the table.
         - Hand-rolled Dim Sum? Yes, hand-rolled....and direct from the
           origin.
         - Roast beef and mashed potato. Roquefort and Smokey Bacon. Lamb
           with Moroccan Spice. Oven-roasted Chicken with Lemon & Thyme.
           Global flavour trends. But would you believe potato chips are
           leading the way.

    WHO:   Martin Jamieson, Executive VP, Loblaw Brands and President's
           Choice "Chief Foodie"
           Paul Uys, VP, Fresh, Loblaw Brands
           Six President's Choice Product Developers

    WHEN:  Thursday, November 1, 2007 - 4:00 to 6:00 PM (Presentations begin
           at 4:30 PM)

    WHERE: St. Lawrence Market, South Market, Mezzanine Level (Enter via
           private door on Front Street); valet parking available
    

    About Loblaw Companies Limited

    Loblaw Companies Limited is Canada's largest food distributor and a
leading provider of general merchandise, drugstore and financial products and
services. Through its various operating banners, Loblaw is committed to
providing Canadians with a one-stop destination in meeting their food and  
everyday household needs. This goal is pursued through a portfolio of store
formats across the country. It also offers one of Canada's strongest control
label programs, including the unique President's Choice(R) and no name(R)
brands. Loblaw is one of the largest private-sector employers in Canada,
employing over 139,000 full-time and part-time employees.





For further information:

For further information: Nadia Beale, Manning Selvage & Lee, (416)
847-1333, nadia.beale@mslpr.ca; Diane Sidik, Manning Selvage & Lee, (416)
847-1316, diane.sidik@mslpr.ca


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