Launch of the first-ever PC® Insiders Collection™

Holiday Collection features 70 new, innovative products, and the trend insights to match

BRAMPTON, ON, Nov. 12, 2015 /CNW/ - (TSX:L)  – The first-ever PC® Insiders Collection™, a digital and interactive online platform that will present seasonal food innovation from the President's Choice® brand,  launches today with more than 70 new products for the holidays.  The Collection is the next step in the brand's "CRAVE MORE" positioning that embraces innovation and encourages customers to expect more from their food.  With a new series of products and recipes to launch each season, the PC® Insiders Collection™ aims to generate excitement and anticipation amongst consumers anxious to see what's new and next from the President's Choice® brand.

"For many decades, insiders were simply looking for new foods. Today's insider is looking for new food experiences - from global flavours and inventive recipes, to the ability to share and explore online," said Uwe Stueckmann, Senior Vice President of Marketing for Loblaw Companies. "We've always looked to give our customers a new view on food, a relatable perspective on flavour trends and great products that reflect the season. We set out with a declarative position on food innovation and have created seasonal collections that capture the latest tastes, presented in the PC® Insiders Collection™."

A fully immersive experience, the PC® Insiders Collection™ features more than 70 new and innovative products launching for the holiday season, with four distinct occasions to match: Dine, Brunch, Mingle and Gift.

The Collection Occasions  

The "Dine" occasion includes updated holiday classics with a twist like Hasselback Potatoes Stuffed with Cheddar and Bacon made with PC® Strawberry Blonde Potatoes. With mouth-watering innovations like PC® Mascarpone Vanilla Bean Cheesecake or the delightful combination of PC® black label Beet & Goat Cheese Fresh Pasta, the PC® team makes it easy to turn desserts and side dishes from an afterthought to the star of any holiday dining experience.  

"Brunch" allows food lovers to make the most of every minute of the holidays.  Brunch can go beyond eggs and bacon to become an occasion with apps, mains and desserts, and even new cocktails. PC® Insiders Collection™ embraces this occasion with Black Forest Stuffed French Toast made with PC® The Decadent® Chocolate Cherry Loaf and the indulgent PC® Poutine Pie, along with new treats like PC® Speculoos Cookie Butter.

Reflecting the "Mingle" occasion, the PC® Insiders Collection™ features products and recipes with a unique blending of flavours to bring out exciting tastes and conversation. Add PC® Smoky Bacon Flavoured Maple Syrup to create a custom holiday cocktail and serve PC® World of Flavours™ Sweet & Spicy Gochujang Chicken Wings as a tasty appetizer.

And, for those who are guests, the "Gift" occasion includes edible items that are surprising, beautiful and delicious for any holiday party host. Go beyond the classic bottle of wine with PC® Chocolate Caramel Sea Salt Popcorn or the PC® Gold Bar Gift Set.

PC® Insiders Collection™ Boutique

Torontonians can also experience the PC® Insiders Collection™ line of products in person at the President's Choice® Insiders Collection™ Boutique from November 13 to December 19. Located at the corner of King St. West and Blue Jays Way (363 King Street West), the Boutique is a unique experience, whimsically designed to bring to life the four beloved holiday collection occasions: Dine, Brunch, Mingle and Gift.

For more information about the new PC® Insiders Collection™ line of products, the President's Choice® Insiders Collection™ Boutique and all of the recipes to make holiday entertaining easy for every occasion, visit pc.ca/insiders.

President's Choice^® products are available at the following Loblaw banner stores:

Ontario: Real Canadian Superstore^®, Loblaws^®, Your Independent Grocer^® , Fortinos^®, Zehrs Markets ^®, No Frills^®  and valu-mart ^®.

Western Canada: Real Canadian Superstore®, Extra Foods®, Your Independent Grocer®, Loblaws CityMarket™ and nofrills^®

Atlantic Canada: Atlantic Superstore®, nofrills®, Your Independent Grocer®, Dominion® (in Newfoundland and Labrador) and Save Easy® 

Quebec: Loblaws^®, Maxi^®/Maxi & Cie^®, Provigo^® and Provigo Le Marché^®.

Website: www.pc.ca
Facebook: President's Choice 
Twitter & Instagram: @PresChoice #PCInsidersCollection

PC® Insiders Collection™ product samples and high resolution images are available upon request.

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

Hilary Sloan, [email protected], 416-306-6576; Loblaw Companies Limited. [email protected]