Metro Irrestibles Sorbet.


In what seems to be a theme over the last few months premium ice cream and sorbet is becoming the star of the Private Brand show.

Sobeys-sorbet1Canadian grocers, Metro took the grand prize at the Canadian Grand Prix New Product Awards with their premium Private Brand Irresistibles Sorbets. This is the second year in a row that Metro and Irresistibles scooped up the grand prize in the new product category. The competition, organized by the Canadian Council of Grocery Distributors (CCGD), recognizes the quality, packaging, design and originality of food products.

According to a press release from Metro:

The perfect summer treat, Irresistibles Sorbets, available in mango, raspberry and lemon, were selected for their superb restaurant quality and taste. The sorbets are an excellent value for consumers looking for a sublime but light dessert to serve to guests. The product’s packaging exudes the freshness and expresses the authenticity of the flavour and sophistication of the sorbet.

“This year’s award is a great accomplishment for Metro and the Irresistibles name,” said Jean-Louis Charpentier, Vice-President, Corporate Brands. “It exemplifies our commitment to offering quality products to our consumers.”

The Irresistibles Fat Free Sorbets are a refreshing way to indulge in dessert, without any of the guilt. Made with over 50 per cent fruit, without milk and lightly air whipped, the sorbets are available at all Metro stores and retail for $4.99.

Metro operates close to 600 supermarkets in Quebec and Ontario including Metro, Metro Plus, A&P, Super C and Food Basics, as well as over 250 pharmacies under the Brunet, Clini Plus, The Pharmacy and Drug Basics banners.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.