Imperfection Moves into the Frozen Aisles at Loblaw Stores

no name® Naturally Imperfect produce line expands again to meet customer demand

BRAMPTON, ON, July 18, 2017 /CNW/ - (TSX: L) — Loblaw Companies Limited is expanding its no name® Naturally Imperfect™ line of products to include frozen blueberries, strawberries, mixed berries, mixed fruit and mangos. With these new items, Loblaw now offers 14 products under its no name® Naturally Imperfect™ line, making it more affordable for Canadians to buy produce.

Launched in March 2015, no name® Naturally Imperfect™ produce can now be found across the country in select No Frills®, Real Canadian Superstore®, Zehrs®, Independent ®, Loblaws®, Atlantic Superstore®, Maxi@ and Provigo® stores*. 

"Canadians have discovered the value of imperfect fruits and vegetables," said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. "Following the success of our no name® Naturally Imperfect™ products in the produce department, it just made sense to expand the line to include frozen items. Now whether you are cooking, baking or making a smoothie, you can find a lower priced option with no name® Naturally Imperfect™ products."

no name® Naturally Imperfect™ is a line of fruits and vegetables that while smaller in size or slightly misshapen, still taste as great as regular produce varieties.  no name® Naturally Imperfect™ produce costs up to 30 per cent less than traditional produce options found in store.

Available no name® Naturally Imperfect items include*:

  • no name® Naturally Imperfect™ frozen blueberries
  • no name® Naturally Imperfect™ frozen strawberries
  • no name® Naturally Imperfect™ frozen fruit blend
  • no name® Naturally Imperfect™ frozen mixed berries
  • no name® Naturally Imperfect™ frozen mango
  • no name® Naturally Imperfect™ apples
  • no name® Naturally Imperfect™ pears
  • no name® Naturally Imperfect™ onions
  • no name® Naturally Imperfect™ carrots
  • no name® Naturally Imperfect™ mushrooms
  • no name® Naturally Imperfect™ potatoes
  • no name® Naturally Imperfect™ cucumbers
  • no name® Naturally Imperfect™ peppers
  • no name® Naturally Imperfect™ sweet potatoes

no name®
By eliminating the elements that add cost, while maintaining quality, the no name® brand offers low priced everyday basics on a wide selection of grocery categories, from ingredients to household products to produce.

* Please note that selection may vary by store.

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 2,400 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ almost 200,000 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 1,300 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

For further information: Loblaw Public Relations Department, 905-459-2500 ext.612336 /


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890