Loblaw Announces Plans to Launch Black Label

Toronto, Canada based Loblaw is going after Canada’s gourmet palates with its new premium tier of Black Label products, part of its iconic Private Brand President’s Choice.

President’s Choice Black Label will début in early October with 213 products in 140 selected Loblaw stores in Ontario, Quebec and Nova Scotia, with plans to expand both the product offering and the availability across the country, said Allan Lindsay, the company’s vice-president of brand marketing.

With packaged goods including specialty mustards, condiments, dressings and sauces, biscuits and crackers nuts and desserts, the line includes products such as Rosemary and Garlic Artisan-style Croutons, Belgian Chocolate Chunk All Butter Cookies and Cherry Shiraz Jelly.

“Why pay more? The reason to pay more is to participate in something fun and delicious,” he said. “There is still a great demand for the lowest level of cost and quality.”

Much like Loblaw does at certain stores where it sells specialty cheeses, the PC Black Label items will be marketed in the store with a blurb that tells customers about their history and development, and suggestions for what to serve them with. The line ranges in price from $1.99 to $24.99.

“I think many consumers shop across multiple channels and retailers,” said Mr. Lindsay. “The more that we can give them that is unique to our store and helps them to save time and make life more convenient, the better.”

Even if the economy is tough people still have an interest in affordable indulgences, he said. “This product line is designed to do that and meet that need. We think our customers are going to be happy to find these types of product in our stores without specialty store prices. He cited PC Black Label eight year-old cheddar ($12.99 for 340 grams) and the Cherry Shiraz Wine Jelly, which retails for $6.99, as examples of good value offers.

Mr. Winter sees little potential downside for the launch of the line. “It increases the range of the known brand without much risk, and it’s another reason to shop at Loblaw instead of Metro and other competitors,” he said. “PC is known as a sought-after brand, and this is a magnificent extension of the brand name to a higher level of taste and expenditure.”

Source: Financial Post

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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.