Loblaw removes all additives from President’s Choice brand products

Canadian food and pharmacy company Loblaw Companies has removed all artificial flavours and colours from its complete range of more than 4,000 President’s Choice brand products.

The company has removed the additives associated with consumer concerns relating to hyperactivity, allergies and various other serious conditions and diseases.

Loblaw started an initiative of removing all such additives that are created by chemical synthesis from all its products in 2012. It also faced challenges to remove the additive from categories such as candies, desserts, ice creams, and entrees where bright colours and unique flavours are an essential part of the product.

Speaking about the achievement, Loblaw executive chairman and president Galen Weston said: "For 30 years, President’s Choice has been at the forefront of Canadian tastes and food interests. By removing all artificial flavours and artificial colours we are proudly carrying on that leadership role."

The company sells more than 4,000 products under the President’s Choice brand, which it claims, is the most selling consumer packaged goods brand in Canada.

Loblaw provides its services to grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products. It operates from close to 2,300 corporate, franchised and associate-owned locations and employs approximately 192,000 full and part-time staff.

The company boasts of operating from convenient locations with more than 1,050 grocery stores, full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations.