Loblaw launches the President's Choice® black label line of fine food products, sourced the world over

BRAMPTON, ON, Oct. 13, 2011 /CNW/ - The President's Choice® brand unveils its new black label line of products - a collection of exceptional fine foods sourced from around the world. In stores now, the black label line offers an epicurean adventure for people who are passionate about food and seek the ultimate culinary inspiration and experiences, without paying specialty store prices. The line features products of rich artisanal provenance and amazing flavours.

The President's Choice® black label line offers time-starved customers the chance to source all of their culinary needs, from basic daily groceries to fine foods, in one place. The line is comprised of more than 200 unique items including baking ingredients, confectionary items, spreads and dressings, marinades, pastas, sauces, baked goods, oils and vinegars, aromatic spice blends and more.

The products can be found at 140 select Loblaw banner grocery stores, with prices ranging from $1.99 up to $24.99 for a few select items, enabling customers to feel comfortable stepping outside of their culinary comfort zone and try something new.

"Like all offerings from the President's Choice® brand, the black label line of products is made with an uncompromising passion for food," says Maria Charvat, Vice-President, Product Development, Loblaw Companies Limited. "We've gone the extra mile to source products with uniquely intriguing stories and ingredients with distinct artisanal provenance to enable our customers to transform meals into masterpieces."

The PC® black label line of products offers customers a chance to treat themselves deliciously with items such as President's Choice® black label Cherry Shiraz Wine Jelly, made in small batches on a family-owned vineyard in Israel, or North African-inspired President's Choice® black label Chermoula Bell Pepper Spread and Marinade. Tastebuds can also be pampered by President's Choice® black label Fiorelli Pasta, an exquisitely shaped offering made with a single origin Italian durum wheat and pure spring water.

Other products that are right on trend include President's Choice® black label Bacon Marmalade, the flavour-enhancing President's Choice® black label Taste # 5 Umami Paste, an unbelievable range of oils, from Hickory-smoked to La Farigoule, a Ginger-spiced Chocolate Sauce,  a trio of Canadian Regional Jams, Fleur de Sel Caramels and much, much more.

The line of products is a feast for the eyes as well, featuring sleek black packaging and stunning sepia-toned photography taken around the world and captured exclusively for the line by famed photographer Michael Mahovlich. Standout in-store displays also include recipes, anecdotes and suggested applications demonstrating the versatility of the line. For further information on product availability and even more ways to create memorable meals with PC® black label products, visit pc.ca/blacklabel as of early October. 

About Loblaw Companies Limited:
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 136,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice® Financial® services and offers the PC® points loyalty program.

Website: www.pc.ca/blacklabel
Twitter: @WorthSwitching4
Facebook: President'sChoice

SOURCE Loblaw Companies Limited

For further information:

For more information, interview requests or high-res photography, please contact:
Michelle Easton, rock-it promotions, inc., at michelle@rockitpromo.com or 416.656.0707 ext. 103
Debra Goldblatt, rock-it promotions, inc., at debra@rockitpromo.com  or 416.656.0707 ext. 101
Loblaw Companies Limited Public Relations at PR@loblaw.ca.

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