Less-than-perfect produce brand launches at select Loblaw stores

no name® Naturally Imperfect™ produce makes healthy food accessible to more Canadians

BRAMPTON, ON, March 12, 2015 /CNW/ - Smaller misshapen produce that tastes great and is good for you, is now available at Real Canadian Superstore® and select no frills® locations in Ontario and select Maxi® stores in Quebec. Furthering its commitment to offer affordable, quality products to customers, Loblaw Companies is introducing the no name® Naturally Imperfect line of fruits and vegetables today. Starting with apples and potatoes, no name Naturally Imperfect produce costs up to 30 per cent less than traditional produce options found in store.   

"We often focus too much on the look of produce rather than the taste," said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. "Once you peel or cut an apple you can't tell it once had a blemish or was misshapen. no name Naturally Imperfect, is a great example of Loblaw and our vendors coming together to find an innovative way to bring nutritious food options to consumers at a great price."   

Produce involved in the no name Naturally Imperfect program was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this program, Loblaw Companies is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.

no name®
By eliminating the elements that add cost, but do not improve product quality, no name is able to deliver products comparable to national brands at a better price. The no name brand offers low priced everyday basics on a wide selection of grocery categories, from ingredients to household products to produce.

About Loblaw Companies Limited
Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.

Loblaw's purpose – Live Life Well – puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart® and Pharmaprix® locations and more than 500 Loblaw locations PC Financial® no-fee banking; affordable Joe Fresh® fashion and family apparel; and three of

Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

SOURCE Loblaw Companies Limited

Image with caption: "Committed to providing its customers with affordable, quality products, Loblaw Companies is introducing the no name® Naturally Imperfect™ line of fruits and vegetables. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20150312_C7177_PHOTO_EN_13159.jpg

For further information: Loblaw Public Relations Department, 905-459-2500/ pr@loblaw.ca

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