CANADA: Loblaw extends President's Choice with gluten-free line

Loblaw Launches Line of President's Choice® Gluten-Free Foods, Certified by the Canadian Celiac Association's Gluten-Free Certification Program

Available in the bakery department at select Loblaw banner stores across the country

BRAMPTON, ON, Dec. 13, 2012 /CNW/ - TSX: L Loblaw Companies Limited has launched eight delicious President's® Choice gluten-free products, fully certified by the Canadian Celiac Association's Gluten-Free Certification Program (GFCP). From cookies and brownies to muffins and more, these President's Choice® products are a worry free way for Canadians with celiac disease or on a gluten-free diet to enjoy great tasting foods made with wholesome ingredients.

President's Choice® gluten-free products are the first private label line in Canada which have met the requirements for certification and are eligible to display the Gluten-Free Certification Program (GFCP) trademark of the Canadian Celiac Association. The GFCP stands for the independent verification of quality, integrity and purity of products.

"The Canadian Celiac Association believes that all Canadians have the right to safe food and we have developed the Gluten-Free Certification Program to meet these special needs" states Peter Taylor, executive director of the Canadian Celiac Association. "The CCA advocates on behalf of approximately 2,000,000 Canadians suffering from celiac disease and gluten sensitivity who are frustrated by the uncertainty of identifying gluten-free products that are essential for their well-being."

Priced at $5.99, the PC® Gluten-Free line can be found in the bakery of select Loblaw banner grocery stores in Ontario at Loblaws®, Loblaw great food^TM, Fortinos®, Zehrs Markets®, Zehrs Great Food^TM, Your Independent Grocer®, valu-mart®, and Real Canadian Superstore®.

"The number of Canadians diagnosed with Celiac disease, experiencing sensitivities to gluten, or choosing to follow a gluten-free diet is increasing and we are pleased to be able to offer President's Choice® gluten free products certified by the trusted GFCP trademark," said Ian Gordon, senior vice-president, Loblaw Brands, Loblaw Companies Limited.

President's Choice® gluten-free goods:

President's Choice® Gluten-Free Mini Brownies: Everything a brownie should be: soft, chewy and deliciously moist!

President's Choice® Gluten-Free Blueberry Muffins: Soft and tempting muffins made with tender, juicy blueberries.

President's Choice® Gluten-Free Double Chocolate Muffins: Moist and rich chocolate muffins made with real chocolate chips.

President's Choice® Gluten-Free Lemon Poppy Seed Loaf Cake: A soft, moist loaf cake loaded with poppy seeds and bursting with natural lemon flavor.

President's Choice® Gluten-Free Banana Loaf Cake: A soft and delicious loaf cake made with real banana purée.

President's Choice® Gluten-Free Coconut Cookies: Moist and delicious coconut cookies made with brown sugar, molasses and a hint of vanilla.

President's Choice® Gluten-Free Chocolate Chip Cookies: Delectably soft cookies loaded with rich chocolate chips.

President's Choice® Gluten-Free Sliced White Sandwich Loaf: A wholesome and flavourful white loaf, excellent as toast.

Learn more at www.pc.ca or follow us on Twitter (@preschoice) and Facebook (President'sChoice).

About Loblaw Companies Limited TSX:L Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 135,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

Original source: Loblaw