Holiday storytelling

    - Just in time for the holiday season, learn the rich stories behind the
    season's newest food products from the world's most successful private
    label brand -

    TORONTO, Nov. 13 /CNW/ - Dulce de Leche (or "sex in a bottle" according
to its product developer) from Argentina. Dim Sum made by hand in China.
Potato chips tasted like fine wine. The world's most successful private label
brand, President's Choice, is unveiling its largest food launch in its history
with 140 new food products as the much-anticipated 2007 "PC Holiday Insider's
Report" launches November 10th.
    In PC tradition, the team of product developers, chefs and dedicated
suppliers travelled the world to research and investigate new ideas to bring
to Canadians. The PC test kitchen also acted as a key source of inspiration,
where "made in Canada" innovation begins. Through the ideation, travel,
sourcing, innovation and development processes, which can often take years for
a single product, PC products begin to take on a life of their own.

    Hear the stories behind the products: where the PC product developers
travelled, what they experienced and how all of this translates into the
innovative new products available for Canadians to enjoy. Paul Uys is
available to discuss:

    -   Sex in a Bottle! Learn how Argentinean cows grazing the vast pampas
        bring the most sinful sweet treat to Latin Americans - something that
        was discovered purely by accident in 1829.
    -   The Art of Dim Sum: Why make dim sum here when you can go directly to
        China - and have it made by hand!?
    -   Why Take-Out When You Can Take-IN? Investigating new concepts in food
        retailing isn't easy - sometimes it takes travelling the world,
        renting an apartment in the UK and cooking up everything you can get
        your hands on to make it happen.
    -   Semi-Boneless? If you haven't heard, lamb is the "new black." But how
        do you make it semi-boneless?
    -   Roast Beef & Mashed Potatoes: We're talking potato chips here, and it
        took a product developer travelling the globe, testing 63 flavours of
        chips to bring back a new trend - transferring popular cuisines to
        chip seasonings.
    -   Five-Star Dining for Pooch: A full two-course meal, complete with
        turkey and dressing dinner with cranberries, finished off by apple
        crumble. This is for pup. How the heck does a product developer
        present this concept? And taste it - you'll like it!

    WHAT:  Learn the stories behind these holiday products - what it took
           PC's team of product developers to go from ideation to product
    WHO:   20-year PC ambassador, Paul Uys is Vice President of Loblaw
           Brands, which includes President's Choice, the world's most
           successful private label. Paul is a passionate ambassador for PC
           and the food industry and leads the PC product development team.

For further information:

For further information: or to arrange an interview: Sara O'Reilly,
Manning Selvage & Lee, E: sara.o', P: (416) 847-1334; Diane
Sidik, Manning Selvage & Lee, E:, P: (416) 847-1316

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President's Choice

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