BRAMPTON, ON – Get ready to start seeing more “Naturally Imperfect™” fresh produce.

Loblaw Companies Limited is going all-in on its popular no name® Naturally Imperfect™ line of fruits and vegetables, expanding its portfolio to now include the following items, all at an affordable price:

• Peppers
• Onions
• Pears
• Carrots
• Mushrooms

The Naturally Imperfect line was launched in March 2015, offering consumers smaller or slightly misshapen vegetables at a price up to 30 percent less than traditional produce options. Initially a trial run starting with apples and potatoes, the stellar consumer demand and wide success has precipitated the need to expand the line to include more options. Select no frills®, Real Canadian Superstore®, Zehrs® Your Independent Grocer® and Loblaws® stores across Ontario now carry Naturally Imprfect produce.

“When it comes to produce, Canadians know that beauty is more than skin deep,” said Ian Gordon, Senior Vice President, Loblaw Brands, Loblaw Companies Limited. “Our customers recognize that they get the same flavor and nutritional benefits in spite of appearances. The positive response to our initial offering of apples and potatoes demonstrated the opportunity to expand the no name Naturally Imperfect line and offer more selection at a great price to Canadian families.”

Produce involved in the Naturally Imperfect program would have been used in juices, sauces or soups, or may not have been harvested at all due to their small size.

The future seems bright for this expanding brand. Loblaw produce teams are continuing to work with partners to further grow the offerings. The company says to keep an eye out for more Naturally Imperfect products before the year is up.

Loblaw