Loblaw Companies Limited is creating a new division to address shoppers’ changing grocery habits.
Catherine Thomas, senior director, external communications for Loblaw, says the company is testing the uptake of the meal options in its stores and online.
“At 4 p.m. most days, the vast majority of Canadians don’t know what they’re having for dinner. We believe we are uniquely capable of helping them solve that problem. Our meal solutions team spans across our entire business [meaning that it has people and roles in many functions, Loblaw Digital being just one area], bringing together our current in-house capabilities with new, complementary skillsets to ensure our product offering best suits the needs of our customers. The PC Chef meal kits were launched earlier this fall as a pilot in 13 stores in the GTA, available for customers to purchase in-store or through PC Express. The line includes eight meal choices at the moment, with all the fresh ingredients – premeasured and in some cases prepared – for our customers’ dinnertime solutions.”