Sobeys' Sensations by Compliments Receives Its Just Desserts

Sensations' Mont Belge Fondant dessert a winner at 2010 Best New Product Awards

TORONTO, Jan. 26 /CNW/ - Sobeys' alpine-inspired Sensations by Compliments Mont Belge Fondant dessert reached new heights when it was selected as Canada's favourite new frozen dessert in the 2010 Best New Product Awards (BNPA), an annual awards program focusing on everyday Canadian consumer packaged goods products in the food, personal and household care categories.

The dessert's unique design and premium ingredients took top honours in the frozen desserts category, taking its place among the 19 other food and beverage winners. In total, 25,000 consumer votes were cast for new products in 47 different categories.

"We are thrilled to be recognized by consumers for our Sensations by Compliments line because we've set the bar high for these products," said Belinda Youngs, Chief Marketing Officer for Sobeys Inc. "All of our private label products are tested by a sensory trained customer panel to ensure we're absolutely meeting our customers' needs in terms of quality and taste as well as delivering on our internal quality standards."

Created by one of Sobeys' experienced product developers Mont Belge Fondant dessert features a Belgian chocolate peak tiered with three rich layers of chocolate mousse. The cone-shaped dessert was inspired by two of Canada's most famous mountain ranges: the Laurentians and the Rockies.

The Best New Product Awards directly represent the choice of thousands of Canadian consumers who have purchased and enjoyed each product. The authenticity of the awards is endorsed by Canadian Living and Coup de Pouce, two of the country's most trusted consumer magazines.

The decadent and convenient Sensations by Compliments Mont Belge Fondant dessert is available across Canada at Sobeys, IGA extra, Thrifty Foods, IGA, Foodland and Price Chopper stores. More information on the complete Compliments line can be found at www.compliments.ca.

About Sobeys Inc.

Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders.

More information on Sobeys Inc. can be found at www.sobeyscorporate.com.

For further information: Media contact: Janessa Bishop, Fleishman-Hillard Canada, [phone], [email protected]