Canada melts for the new President's Choice® Ice Cream Shop Flavours

Our top flavours of President's Choice® Ice Cream are in such high demand that we're doubling production

BRAMPTON, ON, July 16 /CNW/ - The temperature is rising, and so is Canada's appetite for the new President's Choice® Ice Cream Shop Flavours. After extensive mouth-watering research, 14 unique President's Choice Ice Cream Shop Flavours were unveiled to Canadians earlier this summer with the help of the summer Insider's Report®, a nationwide commercial featuring Galen G. Weston and four hot-pink ice cream trucks travelling across the country. At just $3.50 per tub (946 mL), and made with 100 per cent Canadian cream, these ice creams are such a hit that some flavours have to double-up production just to stay on store shelves.

"Our customers' response to our line of President's Choice Ice Cream Shop Flavours has been nothing short of phenomenal," says Allan Lindsay, vice president of marketing at Loblaw Companies Limited. "So much so, we've had to double production for some of the most requested flavours. We were confident these new ice cream flavours would be a hit and we wanted to make sure as many Canadians as possible had a chance to taste them - which is why we have four unmistakeable, hot-pink President's Choice ice cream trucks in communities across the country all summer, offering PC Ice Cream Shop Flavours samples for FREE!"

PC's Mango Ice Cream flavour is tops in our stores across Canada, with Marshmallow Chocolate Swirl a close second, followed by Rainbow and Mint Chocolate. However, there are big differences when it comes to each region's favourite flavours:

• Atlantic: Rainbow
• Ontario: Cotton Candy
• Quebec: Vanilla
• West: Mint Chocolate

"All 14 PC Ice Cream Shop Flavours were selected to remind you of those fun trips down to the ice cream parlour for a cold treat on a hot summer day," says Sita Kacker, President's Choice product developer at Loblaw Companies Limited. "We wanted to encourage Canadians to sample as many flavours as possible, so we made the tubs a convenient size and priced them at only $3.50 each. As always with President's Choice products, quality is extremely important - so every ice cream flavour is made with 100 per cent Canadian cream."

Get a load of this...
Loblaw is always looking to offer as much choice as possible to Canadians, especially when it comes to a beloved treat like ice cream. For those looking for an ice cream they can really sink their teeth into, there's the PC LOADS OF Ice Cream line, featuring the NEW! President's Choice Loads of Chocolatey Chunks Ice Cream - made with a devilish swirl of milk and white chocolate flavoured ice cream and jammed with dark and white chocolatey chunks! Classically minded ice cream-ophiles can explore the PC Cream First™ line, featuring timelessly indulgent flavours like Mint Crackle and Chocolate Caramel Crackle for a truly delicious experience. Best of all, just like the PC® Ice Cream Shop Flavours, they're all made with premium ingredients, including 100 per cent Canadian cream.

Ice cream goes digital
The home for all-things-ice cream is at http://icecreamshop.pc.ca/, which features more information about our PC Ice Cream truck tour schedule and all of the President's Choice Ice Cream Shop Flavours, a fun quiz to match the perfect ice cream to your personality and a hilarious online game that puts your ice cream scooping skills to the test!

The President's Choice Facebook fan page http://www.facebook.com/presidentschoice is also a great way to find out what Canadians are saying about some of their most cherished PC Ice Cream flavours so far. It features plenty of stories, insights and fun anecdotes like "I love the Tiger Tail flavour from the PC Ice Cream Shop line... it's irresistible, especially after a BBQ with some yummy PC Angus burgers! Keep the great tastes coming our way for summer!"

President's Choice products are available at Loblaws®, Loblaw Great Food™, Zehrs®, Zehrs Great Food™, Fortinos®, Loblaw Superstore™, Real Canadian Superstore®, Atlantic Superstore®, SaveEasy®, Freshmart®, Maxi®, Maxi & Cie®, No Frills®, Provigo®, Extra Foods®, valuemart®, YIG® and more. Product pricing and availability may vary by banner and region. For more information, visit www.pc.ca.

About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 138,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

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