President’s Choice

President’s Choice (PC), often referred to simply as PC, is one of Canada’s most iconic and beloved private-label brands. Owned by Loblaw Companies Limited, PC offers a wide range of high-quality food products, household items, and health and wellness products. Known for its innovation, affordability, and premium offerings, President’s Choice has become a staple in Canadian households. Here’s an introduction to the brand:

Overview

• Launched: 1984
• Parent Company: Loblaw Companies Limited
• Headquarters: Brampton, Ontario, Canada
• Specialty: A wide range of products, including groceries, snacks, ready-to-eat meals, beverages, and household items.

History

President’s Choice was launched in 1984 by Dave Nichol, a visionary marketer and executive at Loblaw Companies Limited. Nichol aimed to create a private-label brand that could compete with—and even surpass—national brands in terms of quality, taste, and innovation. The brand quickly gained popularity for its unique and premium products, such as PC Decadent Chocolate Chip Cookies, PC Memories of Kobe Beef Burgers, and PC Blue Menu (a line of healthier options).

Over the years, PC has expanded its product offerings and become synonymous with quality and value in Canada. It has also introduced several sub-brands, such as PC Organics, PC Black Label, and PC World of Flavours, to cater to diverse consumer preferences.

Products

President’s Choice offers an extensive range of products, including:

1. Food and Beverages:
   • PC Blue Menu: Health-conscious options, including low-sodium, high-fiber, and gluten-free products.
   • PC Organics: Certified organic products, from pasta to snacks.
   • PC Black Label: Premium, gourmet products like artisanal cheeses, charcuterie, and decadent desserts.
   • PC World of Flavours: Internationally inspired foods, such as Thai curry sauces, Indian simmer sauces, and Mexican-style street corn.
   • PC Ready-to-Eat Meals: Convenient meals like salads, soups, and frozen dinners.
   • PC Snacks: Chips, cookies, and chocolates, including the famous PC Decadent Cookies.
2. Household and Lifestyle Products:
   • Cleaning supplies, paper products, and pet food under the PC brand.
3. Health and Wellness:
   • Vitamins, supplements, and personal care items.

Philosophy

President’s Choice is guided by the following principles:

• Quality and Innovation: Offering unique, high-quality products that often rival or exceed national brands.
• Affordability: Providing great value for money without compromising on quality.
• Health and Wellness: Expanding its PC Blue Menu and PC Organics lines to cater to health-conscious consumers.
• Sustainability: Committing to environmentally friendly practices, such as reducing plastic packaging and sourcing sustainable ingredients.

Branding and Market Presence

• President’s Choice products are exclusively available at Loblaw-owned stores, including Loblaws, Real Canadian Superstore, Provigo, No Frills, and Shoppers Drug Mart.
• The brand is known for its distinctive blue packaging and playful, approachable marketing campaigns.
• PC has a loyal customer base in Canada and is often praised for its innovative and high-quality products.

Fun Facts

• The PC Decadent Chocolate Chip Cookie is one of the brand’s most iconic products and has achieved a cult-like following in Canada.
• President’s Choice was one of the first private-label brands to offer gourmet and premium products, challenging the perception that store brands were inferior to national brands.
• The PC Insider’s Report, a seasonal magazine-style flyer, was a groundbreaking marketing tool introduced by Dave Nichol to showcase new PC products and recipes. It became a highly anticipated publication for food lovers.
• PC has won numerous awards for its products, including recognition for taste, quality, and innovation.

Sub-Brands

1. PC Blue Menu: Focused on healthier options, including low-calorie, low-sodium, and high-fiber products.
2. PC Organics: Certified organic products, from pantry staples to snacks.
3. PC Black Label: Premium, gourmet products for special occasions.
4. PC World of Flavours: Internationally inspired foods that bring global cuisines to Canadian kitchens.

President’s Choice is more than just a store brand—it’s a Canadian institution that has redefined the private-label market. With its commitment to quality, innovation, and affordability, PC has earned a special place in the hearts (and pantries) of Canadians. Whether it’s indulgent treats, healthy options, or gourmet meals, President’s Choice has something for everyone.