Not satisfied with the freshness of your eligible product? Maxi will refund the product AND replace it for free.

MONTREAL, October 15, 2026 – Maxi^MD is taking its commitment to freshness one step further. Starting October 15, the banner will offer the best freshness guarantee in supermarket if a customer isn’t satisfied with the freshness of an eligible product, Maxi will refund their purchase and replace it for free.

While Maxi may be known for its low prices, quality and freshness also weigh heavily in consumers’ choices. Studies conducted among Canadiens found that quality accounts for 25% of the purchase decision, while nearly two-thirds (64%) say they look first and foremost for the “best quality for the price.” The findings reinforce that, for consumers, value is about more than price alone.

Maxi’s new Fresh Guarantee applies to eligible fresh meat, fish and seafood, as well as fruits and vegetables, including bagged salads. Customers who are not completely satisfied with an eligible product can return it along with their original receipt within seven days of purchase to receive a refund and a free replacement.

“At Maxi, we want our customers to leave the store feeling like they truly got their money’s worth. Of course, that starts with price, but it’s also about the quality and freshness of what they put in their carts. We’re confident in our products, and with this new guarantee, we want our customers to feel that same confidence. And we want there to be no doubt: if an eligible product doesn’t meet their expectations for freshness, we’ll refund it and replace it for free,” said Patrick Blanchette, Senior Vice President, Maxi.

Martin Matte makes the case for freshness

To launch its new Fresh Guarantee, Maxi is launching a major campaign featuring Martin Matte, who has been the face of the banner’s advertising for the past 10 years. This time, he’ll step into the role of freshness advocate, making the case for consumers and their right to fresh products at low prices.

And Maxi’s freshness advocate even has a new hotline. Consumers can reach out to 1-877-OU1-MAX1 to learn more about the new guarantee and enjoy exclusive content, surprises, and contests that will make the experience even more rewarding.

The campaign will run across television, radio, digital and social media, with a significant presence in stores. The launch is also supported by an investment in team training to help ensure the guarantee is applied simply and consistently across the Maxi network.

Maxi’s Fresh Guarantee takes effect October 15 at all Maxi stores. Conditions apply. To learn more, visit maxi.ca

About Loblaw Companies Limited

Loblaw is Canada’s food and pharmacy leader, and the nation’s largest retailer. Loblaw provides Canadians with grocery, pharmacy, and healthcare services, other health and beauty products, apparel, general merchandise, financial services and wireless mobile products and services. With more than 2,800 locations, Loblaw, its franchisees and Associate-owners employ more than 220,000 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 company’s stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations, more than 1,100 grocery stores that span the value spectrum from discount to specialty, full-service pharmacies at nearly 1,400 Shoppers Drug Mart^® and Pharmaprix^® locations and in close to 500 grocery stores, PC Financial^® services, Joe Fresh^® fashion and family apparel, and four of Canada’s top consumer brands in Life Brand^®, Farmer’s Market^TM, no name^® and President’s Choice^®.

Information: pr@loblaw.ca(Open in a new tab)