Sobeys Launches Its Cheapest Store Brand

May 25, 2010

Unveiling its cheapest store brands to date, Canadian retailer Sobeys Inc. introduced Signal, a line of every day essential products.

“Signal offers our lowest prices on shelf for everyday essentials across all of the key food, household and cleaning product lines,” said Belinda Youngs, chief marketing officer of Sobeys, operator of 1,300 stores in all 10 provinces. Signal products include pantry basics such as fruit jams, maple syrup, burgers and hot dog buns. Household products include plastic cutlery, light bulbs, jumbo paper towels and napkins

The new line is available at most of the company’s banners including Sobeys, IGA, Foodland, FreshCo and Price Chopper locations.

New research commissioned by the retailer and conducted by Harris/Decima revealed that store brands are gaining significant traction with Canadians. Nearly 90 percent of Canadian consumers purchase store brands and 58 percent said in most cases, that store brands were less expensive and offered their families more value, according to the research.

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Keywords: , business, companies, food and beverage, grocery, industry, markets, signal, sobeys

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