Edmonton now has access to less-than-perfect produce brand

no name® Naturally Imperfect™ produce makes healthy food accessible to more Canadians

EDMONTON, March 2, 2016 /CNW/ - (TSX: L) - Imperfect or misshapen produce that tastes great and is good for you, is now available at Real Canadian Superstore®, Your Independent Grocer® and select no frills® locations in Edmonton.  Furthering its commitment to offering affordable, quality products to customers, Loblaw Companies today makes the no name® Naturally Imperfect™ line of fruits and vegetables available to Edmontonians. Starting with apples and peppers, no name® Naturally Imperfect™ produce costs up to 30 per cent less than traditional produce options found in store.  

Launched in March 2015 with apples and potatoes in Ontario and Quebec, no name® Naturally Imperfect™ produce can now be found across the country in select Loblaw stores.

"When it comes to produce, Canadians know that beauty is more than skin deep," said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. "Our customers recognize they get the same flavour and nutritional benefits in spite of appearances. The positive response to our initial offering of apples and potatoes in Quebec and Ontario, demonstrated the opportunity to expand the no name® Naturally Imperfect™ line and offer more selection at a great price to more Canadian families."

Produce included in the no name® Naturally Imperfect™ program was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this program, Loblaw Companies is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.

The Loblaw produce teams continue to work with partners to further deepen the offering. Customers should be on the lookout for more no name® Naturally Imperfect™ products before the end of the year.

no name®
By eliminating the elements that add cost, while maintaining quality, no name is able to deliver products comparable to national brands at a better price. 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 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 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 1,250 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

Loblaw Public Relations Department, 905-459-2500 / [email protected]; Katie Treloar, Citizen Relations, [email protected], 604-647-6276