Media Centre

Going back to school peanut-free can be hassle-free at Loblaw

08/06/2009
    Canada's largest grocer offers peanut-free President's Choice(R) and no
name(R) brand snacks for added shopping convenience and expands product
range to include fresh-baked goods

TORONTO, Aug. 6 /CNW/ - One out of every 150 children suffers from a nut
or peanut allergy(1) and with many schools across Canada now enforcing strict
rules, parents are looking for ways to make purchasing peanut-free products
convenient. To make this sometimes difficult task easier, Loblaw Companies is
introducing some new and traditional peanut-free favourites from the
President's Choice(R) and no name(R) brands. To ensure peanut-free products
are easier for parents to identify, products include prominent on-package
logos and stores from coast-to-coast have incorporated displays marked with
peanut-free snack signs, so parents can quickly find snacks suitable for
allergic and school-aged children attending peanut-free schools and childcare
facilities.
"As Canada's largest grocery retailer, Loblaw is committed to expanding
our product lines to reflect and serve the changing dietary needs of
Canadians, especially for those who suffer from life threatening allergies,"
says Paul Uys, Vice President of Control Label & Fresh, Loblaw Companies Ltd.
"We know that nut allergies are a serious issue and Loblaw is proud that the
products we produce in our off-site, peanut-free baking facility will provide
peace of mind and great-tasting new options for Canadian families living with
these allergies."
"The AAIA welcomes the steps that grocery retailers such as Loblaw
Companies are taking to serve the needs of Canadians with peanut allergies, as
they recognize this is an important and growing market," says Mary Allen, CEO
of Allergy/Asthma Information Association (AAIA).
Trusted for innovative quality and variety, President's Choice and no
name - Canada's number one and two brands(*) - offer a range of peanut-free
grocery items and freshly baked peanut-free products that provide alternatives
for Canadians facing peanut allergies and parents of school aged children.
Among the many peanut-free President's Choice, no name and national brands
offered, there are 10 select President's Choice freshly-baked products
produced off-site in Loblaw's peanut-free baking facility.
With the introduction of six new freshly-baked products out of the 10
offered, Loblaw aims to revitalize the peanut-free fresh-baked goods category
that has historically lacked availability and variety, with a focus on
introducing wholesome, homemade flavours in its peanut-free snack offerings
for kids and adults alike. Fresh Baked Peanut-free products include
President's Choice Teensy Weensy Muffins in Blueberry, Carrot, Banana and
Chocolate Chip, new and individually wrapped and lunch-box ready, President's
Choice Soft Baked Cookies in Oatmeal Raisin, Oatmeal Cranberry and Chocolate
Chip, and new President's Choice Squares in Carrot Cake, Banana Cake and
Brownie.
Additional items sure to be popular choices for lunches and snacks
include President's Choice Blue Menu(TM) Wheat Bran Bites, no name Low Fat
Crispy Rice Squares, President's Choice Cereal Bars and President's Choice
Granola Bars, also prepared at Loblaw's Peanut-free facility, among others.
Parents are always encouraged to carefully read product labels to ensure
safe family eating, but with clearly marked peanut-free snacks, Loblaw has
taken some of the guesswork out of the cumbersome task of back-to-school
shopping.
President's Choice and no name products are available at Loblaws, Loblaw
Great Food, Zehrs, Zehrs Great Food, Fortinos, Real Canadian Superstore,
Loblaw Superstore, valu-mart, Your Independent Grocer, Atlantic Superstore,
Maxi, Maxi & Cie, no frills, Provigo, Extra Foods and more. Product
availability and pricing 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
139,000 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(R), no name(R) and Joe
Fresh Style(R) brands. In addition, the Company makes available to consumers
President's Choice Financial(R) services and offers the PC(R) Points loyalty
program.

---------------------------------------
(1) Peanut and Nut Allergies: The Facts, The Allergy/Asthma Information
Association (http://www.aaia.ca/en/aboutAnaphylaxis.htm)
(*) Source: AC Nielson Storeview Brand Comparison
For further information: or to arrange an interview with a spokesperson,
please contact: MS&L: Diane Sidik, P: (416) 847-1316, E:
diane.sidik@mslworldwide.com; Natalie Little, P: (416) 847-1318, E:
natalie.little@mslworldwide.com