President’s Choice, removes all artificial flavors and colors

Presidents ChoiceLoblaw Companies Limited has successfully achieved its pledge to remove all artificial flavors and artificial colors from the full range of more than 4,000 President’s Choice brand products. In recent years, these additives have been associated with consumer concerns around hyperactivity, allergies, and various other serious conditions and diseases*.

In 2012, the company began its journey to strike from its ingredient lists all flavors and colors created by chemical synthesis. Due to the brand’s long-standing high standards for ingredients, most President’s Choice products were already free of these additives. Others have since been reformulated. Many products presented significant challenges – particularly in categories like candies, desserts, ice creams, and entrees where bright colors and unique flavors are the norm. Today, all President’s Choice production is free of artificial flavors and artificial colors.

“For thirty years, President’s Choice has been at the forefront of Canadian tastes and food interests,” said Galen G. Weston, Executive Chairman and President, Loblaw Companies Limited. “By removing all artificial flavors and artificial colors we are proudly carrying on that leadership role.”

More than 4,000 products sell in Loblaw’s various retail banners under the President’s Choice brand – the number-one consumer packaged goods brand in Canada. Loblaw has consistently used the President’s Choice® brand to lead Canada’s food and grocery industry, driving new tastes and flavors as well as a range of commitments around sustainable seafood, animal welfare, sodium reduction and the now the elimination of artificial colors and flavors.

This latest President’s Choice innovation is celebrated in a television ad, currently airing, which features colorful food images, and concludes with Galen G. Weston in the President’s Choice test kitchen, proclaiming: “Food is colorful enough. That’s why, as of now, no President’s Choice products will be produced with any artificial flavor or artificial color. Not one.”

The ad is part of a new era of President’s Choice defined by a new rallying cry – CRAVE MORE – which encourages Canadians to expect more of their food.



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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.