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    Sobeys Expands Private Label Line with Healthy Foods

    STELLARTON, N.S. -- In what the retailer is touting as a first for Canadian private label brands on a national level, Sobeys, Inc. here yesterday said it had expanded its private label portfolio, Compliments, to include a line of good-for-you products, known as Compliments balance-équilibre. All Compliments balance-équilibre items sport the Health Check symbol under the aegis of the Heart and Stroke Foundation of Canada.

    STELLARTON, N.S. -- In what the retailer is touting as a first for Canadian private label brands on a national level, Sobeys, Inc. here yesterday said it had expanded its private label portfolio, Compliments, to include a line of good-for-you products, known as Compliments balance-équilibre. All Compliments balance-équilibre items sport the Health Check symbol under the aegis of the Heart and Stroke Foundation of Canada.

    Noted Sobeys e.v.p., corporate brands Belinda Youngs in a statement: "Our research told us that despite having little time to prepare nutritious and great-tasting meals, our customers (predominantly women) believe that nurturing their families with healthy food is one of their top three priorities and a major cause of stress. The Compliments balance- équilibre line of products is our solution, with no compromise on taste."

    Not only do Compliments balance-équilibre products contain more fiber, fruit, vegetables, vitamins, and calcium, they also provide less sodium, sugar, trans fat, saturated fat, and cholesterol, along with fewer calories. Further, the items have no artificial sweeteners, colors, or flavors as well, in addition to being free of hydrogenated oils, sulfites, nitrates, gluten, and animal byproducts.

    The healthy product line is distinguished by eye-catching blue packaging with easy-to-read nutritional information on the front. Additionally, some Compliments balance-équilibre items offer nutritional facts and tips from a registered dietitian on the back of the packaging.

    Compliments balance-équilibre products are now at Sobeys, IGA extra, IGA, Foodland, and Price Chopper stores across Canada.

    Sobeys last year rolled out its three-tier Compliments private label brand, a unique concept in Canadian food retail. Products in the main Compliments tier are national-brand quality, but are regularly priced at least 20 per cent lower. They target customers who want the quality of the national brand category leader, but are looking for greater value for their overall food budget, without compromising quality. Compliments balance-équilibre products fall within the main Compliments tier.

    The overall Compliments brand portfolio includes two sub-brands: Compliments Value-économique offers value, while premium Compliments Sensations products provide "affordable indulgence."

    Compliments Organics comprises such items as cereal, yogurt, juice, cheese, produce, peanut butter, honey, maple syrup, salad dressing, pasta sauce, canned tomatoes, salsa, rolled oats, sugar, coffee, tea, butter, and eggs.

    Sobeys owns or franchises over 1,300 stores in all 10 Canadian provinces under such retail banners as Sobeys, IGA extra, IGA, Foodland, and Price Chopper.

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