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Loblaws ‘Imperfect’ Produce Moves Into Frozen Aisle

Loblaw Cos. Ltd. has expanded its no name Naturally Imperfect produce offering to include frozen blueberries, strawberries, mixed berries, mixed fruit and mangos, bringing the value-priced line to 14 SKUs.

“Canadians have discovered the value of imperfect fruits and vegetables,” said Ian Gordon, SVP, Loblaw brands at the Brampton, Ontario-based grocer. “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. Now whether you are cooking, baking or making a smoothie, you can find a lower-priced option with no name Naturally Imperfect products.”

The line offers fruits and vegetables that while smaller in size or slightly misshapen, taste the same as regular produce items, but cost up to 30 percent less than traditional produce options.

Launched in March 2015, no name Naturally Imperfect produce is available across Canada at select No Frills, Real Canadian Superstore, Zehrs, Independent, Loblaws, Atlantic Superstore, Maxi  and Provigo locations. Selection may vary by store.

Loblaws operates more than 2,400 corporate, franchised and associate-owned locations, including more than 1,050 grocery stores, and employs almost 200,000 full and part-time associates, making it one of Canada’s largest private sector employers.

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