Loblaw teams up with Dairy Farmers of Canada to deliver 100% Canadian dairy cream to consumers across Canada

MONTREAL, July 3 /CNW/ - Dairy Farmers of Canada and Loblaw Companies Limited have joined together to provide consumers across Canada with real premium ice creams made the old fashioned way with 100% Canadian dairy cream.

Both President's Choice(R) new Loads of Ice Creams and new President's Choice(R) Creamfirst(TM) Ice Creams feature the new 100% Canadian Milk symbol as a guarantee that they are made with 100% fresh Canadian cream as the number one ingredient.

"We are proud to feature the 100% Canadian Milk symbol on our new President's Choice Loads of and Creamfirst packaging. These fantastic new varieties are premium ice creams offering Canadians a good old-fashioned ice cream experience this summer and we know that using Canadian cream is integral to the flavour and quality of these products," says Craig Hutchison, senior vice president, marketing, Loblaw Companies Limited. "People across Canada are telling us when they see the little blue cow they know at a glance they are getting the quality, freshness and safety of 100% Canadian dairy products."

"Both Dairy Farmers of Canada and Loblaw are seeing a growing consumer demand for clear labelling that tells them exactly where products come from," says Ian MacDonald, national director of marketing and nutrition with Dairy Farmers of Canada. "The explicit clarity of the new 100% Canadian Milk brand responds to growing consumer demand to clearly identify the country of origin on food product packaging."

President's Choice(R) Loads of Chocolatey Caramel Treats Ice Cream - with 10 fantastic flavours to try - is featured in a new television commercial with Loblaw Executive Chairman Galen G. Weston and a group of children enjoying real ice cream made with 100% Canadian dairy cream. The Creamfirst range also offers seven delicious flavours, including vanilla bean, classic chocolate and several of the much-loved PC crackle ice creams flavours.

President's Choice products are available at Loblaws, Loblaw Great Food, Zehrs, Zehrs Great Food, Fortinos, Real Canadian Superstore, Loblaw Superstore, valu-mart, Your Independent Grocer, Atlantic Superstore, Maxi, Maxi & Cie, no frills, Provigo, Extra Foods and more. Product availability and pricing may vary by banner and region. For more information, visit www.PC.ca.

About Dairy Farmers of Canada

Dairy Farmers of Canada (DFC) promotes the wholesome goodness of dairy products as part of a healthy, balanced diet and encourages good nutrition for all Canadians. DFC is completely funded by dairy producers.

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor 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 over 139,000 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(R) no name(R) and Joe Fresh Style(R) brands. In addition, the Company makes available to consumers President's Choice Financial(R) services and offers the PC points loyalty program.

Contacts

or to arrange an interview with a Dairy Farmers of Canada spokesperson
please contact: Laurie Weir
Trillium Corporate Communications Inc.
(416) 322-3030
ext. 239
laurie@trilliumpr.com

For more information or to arrange an interview with a Loblaw spokesperson
please contact: Sheri Helman
Senior Manager
Public Relations
Loblaw Companies Limited.
(905) 459-2500
ext. 6253
sheri.helman@loblaw.ca