Canadian grocery retailer Loblaw is to drop its Loblaws and Zehrs brand names from its Real Canadian Superstores in Ontario.

Loblaw said the initial reason for using the brands on the first superstores were to make the transition easier, but the company has now decided to drop the names to enable the stores to operate in a more stand-alone fashion.

“We’ll be able to market these stores with their own (advertising) focusing more on general merchandise,” spokesman Geoff Wilson told Dow Jones News.

The Real Canadian Superstore format stores sell a wide variety of foods and general merchandise at discounted prices.

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