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Loblaws launches gourmet private label line

The grocery chain’s new gourmet line of private label products will be value-priced indulgences


Toronto – Loblaw Companies Ltd. is taking private label to another new level.

The company is launching President’s Choice Black Label, which will feature products often found in specialty gourmet stores, reports the Toronto Star.

The line will include specialty mustards, condiments, dressings and sauces, biscuits and crackers, nuts and desserts. The Financial Post reports that some of the products will include bacon marmalade, artisan-style croutons with rosemary and garlic, butter cookies with Belgian chocolate chunks and cherry shiraz jelly.

The line, which will start with 213 items, is scheduled to launch this October in 140 Loblaw stores in neighbourhoods in Ontario and Quebec. Prices will range from $1.99 to $24.99.

The Toronto Star reports that the Black Label products will be supported by displays that tell how they were sourced, from whom, and how they might be used to transform an ordinary meal.

Loblaw is the first to offer a premium in-house brand product in Canada.