“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.’”