President's Choice(R) Feeds Canadians' Demand For A Healthier Nation

    Ten Canadians Love Eating Better while Conquering PC Healthy Eating
    Challenge to Fuel their Bodies

    TORONTO, Jan. 29 /CNW/ - Whether feeding the family or your muscles, now
is the time for Canadians to improve their healthier eating habits. To
demonstrate how easy it is to eat healthier, the President's Choice
nutritional team selected 10 men and women nationwide to team up with local
dietitians and take on a lifestyle change incorporating easy eating solutions.
These remarkable personal experiences bring to life the 2008 edition of the
PC (R) Healthy Insider's Report(R).
    President's Choice invites Canadians to take a page out of the PC Healthy
Insider's Report, in-store on Saturday, February 2nd, and revitalize their own
healthier lifestyles. Over 70 new PC Blue Menu(TM) items were developed with
the help of PC Dietitians and Product Developers to make healthier eating
simple, enjoyable and accessible for families - all featured in this year's
edition in store on February 2nd. From delicious entrees to healthier snack
ideas, each product in the PC Blue Menu line-up is designed to meet one or
more specific dietary requirements: lower fat, lower calories, high fibre,
omega-3, soy protein, lower sodium and whole grain as compared to regular PC
    "We've all been touched by someone dealing with a health concern such as
diabetes, high blood pressure, heart disease or obesity and people are hungry
for food with good nutritional value to live healthier," says Martin Jamieson,
Chief PC Foodie and Executive Vice President, Loblaw Brands, Loblaw Companies
Limited. "Our 10 PC Healthy Eating Challenge participants had varied
expectations coming into the challenge, but by the time the four-week program
was complete, their opinions were unanimous: President's Choice products made
healthier eating easy and delicious! In total PC Healthy Eating Challengers
lost over 50 pounds over the course of the four weeks."
    PC Dietitians across Canada have identified two key dietary trends for
2008, which are incorporated into several of the new PC Blue Menu products,
including: Prebiotics and Whole Grains. Prebiotics, like inulin, considered a
significant breakthrough to replace fat and sugar in food products, are great
examples of soluble fibre. A diet rich in whole grains has been shown to have
a number of health benefits. Many PC Blue Menu items, beyond cereals and
bread, now include whole grains as a key ingredient. In fact 18 whole grain
items, such as PC Blue Menu Soft Cookies and PC Blue Menu Whole Grain Lasagna
Sheets, are loaded with fatty acids, protein, vitamins and minerals.
    "Going into its third year, the PC Healthy Insider's Report remains near
and dear to our hearts because it has helped many Canadians achieve a
healthier and balanced lifestyle whether it's heart health or minding
waistlines by offering delicious food options, healthier recipes and
accessible meal plans for themselves or their families," says Elizabeth
Margles, Vice President, Public Relations and Public Affairs, Loblaw Companies
Ltd. "Our Blue Menu offering takes favourite foods and makes them a healthier
product at the same price as our regular PC products, so they're a real value
to Canadians."

    Make 2008 the Healthiest Year Yet with these "Hero" Picks:
    -   Favourite Fast Family Meals: Preparing a quick dinner with
        international flair just got easier with PC Blue Menu en papillotte -
        chicken or seafood entrees with vegetables in a savoury sauce,
        wrapped in parchment paper. For dessert, enjoy low-fat PC Blue Menu
        Apple Crisp or PC Proadvantage Stirred Yogurt with the goodness of
        prebiotic inulin, making this tasty treat low on the Glycemic Index -
        usually not the case with desserts.
    -   Just for Kids: Tested by kids, PC Mini Chefs Mac-a-cheezee Breaded
        Macaroni & Cheese Nuggets are a source of calcium and iron, combining
        comfort, flavour and fun. A healthier option than most homemade or
        packaged macaroni and cheese meals.
    -   Zip for Zoomers: Boomers (or zoomers) are eating better and
        exercising more than ever to stay fit and healthier. The omega-3
        fatty acids found in PC Blue Menu Omega-3 Granola Cereal are
        essential to overall health.
    -   Energizing Your Day: Snack healthily for an afternoon energy boost
        and team PC Blue Menu White Bean & Grilled Red Pepper Dip with PC
        Blue Menu Whole Wheat Crackers.
    -   Feed Your Muscles: PC Blue Menu Reduced Fat Breaded Chicken Strips
        are a source of protein, which is important for muscle development.
        These crunchy, lightly breaded strips of tender chicken made with all
        white breast meat are also a source of omega-3 polyunsaturates. PC
        Smoothies with natural fruit flavour and nutrients are a must-try for
        a pre-exercise fueling.

    As part of its commitment to make Canada a healthier nation, President's
Choice is the official nutrition sponsor of Alpine Canada, providing meal
planning, recipe and product development for the team. "Eating a balanced diet
combined with physical activity is important to achieving and maintaining a
healthier lifestyle, particularly today when nearly 25 per cent of Canadian
kids are considered overweight," says Dave Ellis, Alpine Sports Scientist.
"Whether you're hitting the slopes like our professional Alpine Ski Team or
following an at-home fitness program, the right balance of protein,
carbohydrates and fluids are essential to fueling your body. PC's Blue Menu
line makes it easy to incorporate healthier and delicious food options into
your diet."

    The President's Choice team selected 10 adult Canadians from the Insider community to participate in its Healthy Eating
Challenge, including:

    -   Lori Withell, (Calgary, AB)       -   Sophie Crepeau, (Montréal, QC)
    -   Karen Bocksay, (Cambridge, ON)    -   Charles Guerin, (Montréal, QC)
    -   Dave Horsey, (Cambridge, ON)      -   Erin Thibault, (Dartmouth, NS)
    -   Sara Penny, (Cambridge, ON)       -   Linda Cooke, (Dartmouth, NS)
    -   Dawna Henderson, (Toronto, ON)    -   Steven Darrach, (Halifax, NS)

    To encourage smart food and lifestyle choices, President's Choice invites
all Canadians to make 2008 their healthiest year yet by taking the PC Healthy
Eating Challenge. Visit for information on the
Challenge, meal plans, recipes, and products.

    President's Choice products are available at Loblaws, Zehrs, Fortinos,
Real Canadian Superstore, Atlantic Superstore, Maxi, No Frills, Provigo, Extra
Foods and more. All products may not be available at all stores. Visit for more information.

    About Loblaw Companies Limited

    Loblaw Companies Limited is Canada's largest food distributor and a
leading provider of general merchandise, drugstore and financial products and
services. Through its various operating banners, Loblaw is committed to
providing Canadians with a one-stop destination in meeting their food and
everyday household needs. This goal is pursued through a portfolio of store
formats across the country. It also offers one of Canada's strongest control
label programs, including the unique President's Choice(R) and no name(R)
brands. Loblaw is one of the largest private-sector employers in Canada,
employing over 139,000 full-time and part-time employees.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: or to arrange an interview, please contact:
Sara O'Reilly or Diane Sidik, MS&L (Manning Selvage & Lee), (416) 967-3702,

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