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President's Choice

President's Choice

Parent Company: Loblaw Companies Limited

Brand Value: $449 million

Headquarter City: Toronto

Industry: Food

Year Formed: 1984

One of the more unusual brands in the country, President’s Choice is a premium, private-label portfolio of products belonging to Loblaw Companies Limited. As such, it primarily appears in Loblaw stores, including Shoppers Drug Mart and Atlantic Superstores—as well as in Loblaws stores elsewhere. In some ways it was an accidental brand, created in 1984 for a higher end coffee offering, but its combination of high quality and great value proved a hit with Canadian consumers. Today, PC, as it’s also known, encompasses a vast a range of food, baby, and household products—everything from diapers and organics to ready-made dinners and wine glasses. Lately, President’s Choice has been speaking to Canadian consumers through its #EatTogether campaign, which emphasizes that things are better when people share a meal.

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