2024 ESG Report
From bite to bright idea
October 16, 2025
What started as a simple team lunch can sometimes spark the biggest ideas! Not long ago, the Home Meal Replacement (HMR) team was enjoying some tasty Shanghai noodles for lunch. As they savoured each bite, a light bulb went on. What if they were to sell Shanghai noodles in stores as part of the Home Meal Replacement (HMR) program? This delicious thought quickly turned into a mission, and soon, Shanghai Noodles became one of our most popular HMR items on shelves.
The HMR program is all about making life easier and more delicious for customers. For many years, our ready-to-eat meals often catered to families. But trends are constantly changing, and lately more people need a quick, healthy meal just for one.
Available at Loblaws®, Zehrs®, and Your Independent Grocer® locations in Ontario the Power Bowls, which include the top selling Shanghai noodles, the Shawarma bowl and the Mexican bowl are all about simplicity for our customers: no dishes, quick prep, and a delicious meal at home. “We didn’t have an option for one person, that’s why we created the Power Bowls. We never expected them to be such a big hit,” says Shahzil Qidwai, category director for HMR. They started as a way to offer more convenient meals and quickly grew to include different proteins and fresh, colourful ingredients. Now, these bowls are a top choice for anyone looking for a quick, nutritious, and affordable meal that perfectly suits one person.
Creating a new HMR meal is a true team adventure. Taking a recipe from a home kitchen to making thousands of portions for our stores is a completely different challenge! It requires patience, precision, and lots of problem-solving. Our teams, including quality assurance experts, marketing specialists, supply chain planners, chefs and more, all work together to make sure every Power Bowl is a convenient, delicious, and a high-quality choice for you.
Innovation is the secret ingredient behind HMR, keeping offerings fresh and exciting. "We do innovation twice a year," explains Shahzil. "Food trends change quickly, so we need to be fast and first to market with new ideas." As more people return to offices and schools, the demand for healthy, protein-rich, and value-packed meals grows. The team innovates twice yearly, aligning new products with spring/summer and fall/winter trends to meet changing customer needs and utilize seasonal ingredients. Some products, like our stuffed peppers, become year-round favourites when they consistently offer great taste, value, and convenience. Speed to market is crucial, especially with rapid food trend shifts driven by social media. Staying close to customer desires and acting fast is vital, yet our core focus remains constant: providing value in every product.
To further boost our HMR program, a new advertising campaign featuring culinary personality Antoni Porowski recently launched. The "From our home to yours" campaign highlights how our convenient, quality meals and desserts evoke nostalgic feelings. It helps Canadians find the perfect bite for any occasion, proving quality doesn't need to be sacrificed for convenience in our ready-to-eat options.
