Canadian grocer Loblaw has unveiled plans to extend its President’s Choice line of fresh meat products.

The company has introduced PC Tender and Tasty and PC Free From products, which are raised without the use of antibiotics.

Loblaw is also looking to boost the range’s in-store profile, with improved signage featureing more information on cuts of meat and how to prepare them and “more knowledgeable service”.

“We’re passionate about food and we want to celebrate our newly expanded meat program with our loyal customers,” says Paul Uys. VP of fresh and Loblaw brands.

“With the President’s Choice brand commitment to excellence, we’ve taken the meat shopping experience to the next level. As always, we stand behind our products and will continue to provide Canadians with the value and quality they deserve.”