Sobeys sends a 'Signal' that summer is almost here

New survey shows Canadians are ready to spend less and enjoy more this summer

MISSISSAUGA, ON, May 18 /CNW/ - Summer and savings are in the air this Victoria Day weekend with the introduction of Sobeys' new lowest price private label line Signal, which is helping consumers with the pre-season clean up and stock up as they get ready for the warmer days ahead.

New research commissioned by Sobeys and conducted by Harris/Decima shows that private label products are gaining significant traction with Canadians. Almost 90 per cent of Canadian consumers purchase private label products and 58 per cent said in most cases, private label products were less expensive and offered their families more value.

"Signal offers our lowest prices on shelf for everyday essentials across all of the key food, household and cleaning product lines," said Belinda Youngs, Chief Marketing Officer for Sobeys Inc. "We're pleased to provide Canadians with a line of budget-friendly products allowing them to channel their savings toward the joys of the summer."

The Signal line is currently being introduced into Sobeys stores across Canada and will include pantry basics like fruit jams, maple syrup, beef burgers and hot dog buns, perfect for large family breakfasts and barbeque cookouts. Household products like plastic cutlery, light bulbs, jumbo paper towels and napkins offer all the essentials you need to make summer a breeze - for the home, great outdoors or the cottage.

Signal products are available at Sobeys, IGA, Foodland, FreshCo and Price Chopper locations across Canada. For more information please visit www.sobeys.com or become a fan of Sobeys on Facebook at http://www.facebook.com/Sobeys.

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, FreshCo, 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.

About the survey

The data was gathered between April 29th through May 2nd, 2010 through Harris/Decima's weekly teleVox, the company's national omnibus survey. A representative sample of 1,008 Canadians were surveyed, of which 840 are the primary or one of the main grocery shoppers for their household. The corresponding margin of error this subgroup is +/-3.4%, 19 times out of 20.

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