Imperfection Moves into the Frozen Aisles at Loblaw Stores


July 18, 2017

Imperfection Moves into the Frozen Aisles at Loblaw Stores


July 18, 2017

Imperfection Moves into the Frozen Aisles at Loblaw Stores

no name® Naturally ImperfectTM produce line expands again to meet customer demand

BRAMPTON, ON, July 18, 2017 /CNW/ - (TSX: L) — Loblaw Companies Limited is expanding its no name® Naturally ImperfectTM line of products to include frozen blueberries, strawberries, mixed berries, mixed fruit and mangos. With these new items, Loblaw now offers 14 products under its no name® Naturally ImperfectTM line, making it more affordable for Canadians to buy produce.

Launched in March 2015, no name® Naturally ImperfectTM produce can now be found across the country in select No Frills®, Real Canadian Superstore®, Zehrs®, Independent ®, Loblaws®, Atlantic Superstore®, Maxi@ and Provigo® stores*.

"Canadians have discovered the value of imperfect fruits and vegetables," said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. "Following the success of our no name® Naturally ImperfectTM products in the produce department, it just made sense to expand the line to include frozen items. Now whether you are cooking, baking or making a smoothie, you can find a lower priced option with no name® Naturally ImperfectTM products."

no name® Naturally ImperfectTM is a line of fruits and vegetables that while smaller in size or slightly misshapen, still taste as great as regular produce varieties.  no name® Naturally ImperfectTM produce costs up to 30 per cent less than traditional produce options found in store.

Available no name® Naturally Imperfect items include*:

  • no name® Naturally ImperfectTM frozen blueberries

  • no name® Naturally ImperfectTM frozen strawberries

  • no name® Naturally ImperfectTM frozen fruit blend

  • no name® Naturally ImperfectTM frozen mixed berries

  • no name® Naturally ImperfectTM frozen mango

  • no name® Naturally ImperfectTM apples

  • no name® Naturally ImperfectTM pears

  • no name® Naturally ImperfectTM onions

  • no name® Naturally ImperfectTM carrots

  • no name® Naturally ImperfectTM mushrooms

  • no name® Naturally ImperfectTM potatoes

  • no name® Naturally ImperfectTM cucumbers

  • no name® Naturally ImperfectTM peppers

  • no name® Naturally ImperfectTM sweet potatoes

By eliminating the elements that add cost, while maintaining quality, 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 2,400 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ almost 200,000 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 1,300 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

Package of naturally imperfect mixed berries