Loblaw Introduces Gluten Free Presidents Choice Baked Goods

Presdents Choice Gluten FREECanadian retailer Loblaw has launched a line of gluten-free Private Brand baked goods in its iconic brand Presidents Choice. An estimated 1% of the population suffers from Celiac disease and cannot process gluten, leading to intestinal damage and symptoms such as pain, diarrhea and vomiting.

But it seems many more people are trying to go without gluten, an ingredient found in wheat, barley and rye, because they believe they might have sensitivity to it.

The market for gluten-free foods and beverages has skyrocketed in recent years and will reach an estimated US$4.2-billion in 2012, according to an August report from market research firm Packaged Facts.

Growing at a compound annual growth rate of 28% between 2008 and 2012, the firm said 18% of adults are buying or eating food labeled gluten-free, up from 15% in October 2010. Snack and granola bars account for 15% of mass-market sales.

The President’ Choice line includes brownies, cakes, muffins, cookies and bread. Loblaw will begin adding PC grocery items to the category, in addition to the baked goods.

PRESIDENTS CHOICE GLUTEN FREE- BANANA BREAD PRESIDENTS CHOICE GLUTEN FREE MUFFIN PRESIDENTS CHOICE GLUTEN FREE - CHOCOALTE PRESIDENTS CHOICE GLUTEN FREE - BROWNIE PRESIDENTS CHOICE GLUTEN FREE - BREAD

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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.