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President's Choice

by Gina Angie on 11/01/2011 | 2 Minute Read

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"Ian Gordon, vice-president of Loblaw Brands, says the new black-label line aims to fill a gap in the Loblaws offerings, adding the third tier to what many private-label producers refer to as a 'good, better, best' portfolio of goods. There’s No Name, President’s Choice, of which Blue Menu is the healthier option, and now black label. 'There is a 15% to 20% range at the top in the fine-foods area that we do not have an offering in for the consumer,” says Gordon. “It’s a niche we haven’t tried to talk to before now.'"

"The global supermarket industry is worth billions upon billions, but it’s still a small world. Ideas are constantly being traded and tested across international borders. Before launching President’s Choice in 1984, then-president Nichol took inspiration from all around the world, including a plucky upstart in the American West called Trader Joe’s. As Nichol told Businessweek in 1995, “I stole the name and concept of Trader Joe’s Insider’s Report for President’s Choice. (Loblaws ended up buying the name from Trader Joe’s two years later.) It is safe to say that President’s Choice owes the majority of its success to Trader Joe’s.”

Similarly, the new black-label products’ distinct package design takes obvious cues (same colour-coded font on black background) from a 2003 private-label design for fellow Weston-owned supermarket holding, Britain’s upscale Selfridges. "

Via Canadian Business

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