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Industry NewsLoblaws expands its imperfect food offering

Loblaws expands its imperfect food offering


Thursday, July 20, 2017

Loblaw Companies Limited is expanding its no name Naturally Imperfect line of products to include frozen blueberries, strawberries, mixed berries, mixed fruit and mangos. With these new items, Loblaw now offers 14 products under the brand.

“Following the success of our no name Naturally Imperfect products in the produce department, it just made sense to expand the line to include frozen items,” said Ian Gordon, senior vice-president, Loblaw Brands.

Launched in March 2015, no name Naturally Imperfect is a line of fruits and vegetables that while smaller in size or slightly misshapen, still taste as great as regular produce varieties. The produce costs up to 30 per cent less than traditional produce options found in store.

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