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Imperfection moves into the frozen aisles at Loblaw stores

July 24, 2017, Brampton, Ont. – 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 its no name® Naturally Imperfect™ line, making it more affordable for Canadians to buy produce.

Launched in March 2015, no name® Naturally Imperfect™ produce can now be found across the country in select No Frills®, Real Canadian Superstore®, Zehrs®, Independent ®, Loblaws®, Atlantic Superstore®, Maxi@ and Provigo® stores.

“Canadians have discovered the value of imperfect fruits and vegetables,” said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. “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.”

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. no name® Naturally Imperfect™ produce costs up to 30 per cent less than traditional produce options found in store.

Available no name® Naturally Imperfect items include*:

• no name® Naturally Imperfect™ frozen blueberries
• no name® Naturally Imperfect™ frozen strawberries
• no name® Naturally Imperfect™ frozen fruit blend
• no name® Naturally Imperfect™ frozen mixed berries
• no name® Naturally Imperfect™ frozen mango
• no name® Naturally Imperfect™ apples
• no name® Naturally Imperfect™ pears
• no name® Naturally Imperfect™ onions
• no name® Naturally Imperfect™ carrots
• no name® Naturally Imperfect™ mushrooms
• no name® Naturally Imperfect™ potatoes
• no name® Naturally Imperfect™ cucumbers
• no name® Naturally Imperfect™ peppers
• no name® Naturally Imperfect™ sweet potatoes

By eliminating the elements that add cost, while maintaining quality, the no name® brand offers low priced everyday basics on a wide selection of grocery categories, from ingredients to household products to produce.