President's Choice
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President's Choice (or "PC") is the upscale private label brand of Loblaw Companies Limited, covering a wide variety of food, drinks and other products. PC products cover nearly every food category except most dairy, wine and baked goods.
While many store brands (including Loblaws' own value brand no name) provide low-cost versions of brand-name products, many PC products have no equivalent brand-name product and are marketed as being on the same level. The brand is regularly used as a "unity" brand across the various banners operated by Loblaw, instead of using the banners themselves, for such purposes as national advertising or in-store financial services operations (President's Choice Financial). It is arguably for this reason that Loblaw has not yet found a need to consolidate its multiple banners, as have many retail chains in similar situations.
The brand was launched by, and in effect named for, Dave Nichol, president of Loblaw from 1975 to 1985, and president of the company's product development arm from 1985 to 1993. [1] He has not been associated with the company since then, although both the PC brand and the semi-annual "Insider's Report" flyer, which originally bore his name, have continued.
The success of President’s Choice products is well represented by The Decadent chocolate chip cookie, which was only available in 17% of Canadian supermarkets, yet was Canada’s best selling cookie. [citation needed]
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[edit] Availability
In Canada, PC products are available only through Loblaw-owned or -supplied stores, as well as selected Esso On the Run stores in the Greater Toronto Area. Some PC products are available in Fred Meyer stores in the United States and may be found elsewhere. PC brands can also be found as far as Hong Kong at the PARKnSHOP supermarkets.
[edit] Product lines
- Teddy's Choice - products for infants
- Mini Chefs - food for 5 to 10 year-olds
- Organics
- Blue Menu - aim to be both healthy and flavorful, though some Blue Menu items are of questionable nutritional value[2].
[edit] External link
[edit] References
- ^ Marketing Hall of Legends: Dave Nichol
- ^ "Frozen Promises", Center for Science in the Public Interest [1]
| George Weston Limited |
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Corporate Directors: A. Charles Baillie | Robert Dart | Peter Eby | Phillip Farmer | Anne Fraser | R. Donald Fullerton | Anthony Graham | Mark Hoffman | Allan Leighton | John Makinson | Robert Prichard | Wendy Rebanks | Galen Weston | Galen G. Weston |
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President's Choice brands: President's Choice | President's Choice Financial | PC Mobile | PC Points |
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Annual Revenue: $29.4 billion CAN ( |
