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    Sobeys Inc. Launches new Magazine and Web site

    STELLARTON, NS, Canada -- Sobeys Inc. yesterday launched a Website, complimentscanada.ca, and a magazine called Inspired, two new communication vehicles designed to make food shopping easier and inspire Canadians with better food choices and more information.

    STELLARTON, NS, Canada -- Sobeys Inc. yesterday launched a Website, complimentscanada.ca, and a magazine called Inspired, two new communication vehicles designed to make food shopping easier and inspire Canadians with better food choices and more information.

    "We're not merely focused on food, we're passionate about it," said Belinda Youngs, Sobeys Inc. e.v.p. and g.m., consumer brands and innovation. "Our customers have told us they want healthy, nutritious meals and they want to prepare them quickly. Inspired magazine and complimentscanada.ca will help them to do so and in the process, will inspire Canadians everyday with better food choices."

    Inspired magazine delivers information about the more than 2,500 available products Sobeys sells under its Compliments private label, including meal ideas, household solutions, baby essentials, and pet supplies. The publication also includes articles and lifestyle tips, and recipes created by leading chefs from Toronto's George Brown College and the Nova Scotia Community College (NSCC). The two colleges are home to the Compliments and Sobey's Culinary Centres.

    The full color tabloid-format magazine is places some emphasis on regional product offerings, Sobeys said. It is available in stores under Sobeys' retail banners -- Sobeys, IGA extra, IGA, Foodland, Price Chopper and Commisso's -- and will also be distributed direct to homes across Canada. It will be produced three times per year to support the brand's seasonal offerings -- summer, Christmas/winter, and spring.

    Complimentscanada.ca, meanwhile, provides Canadians with lifestyle information and tips, as well as detailed product information, online. It features articles, recipes from Culinary Centre chefs, and detailed nutrition, preparation, and ingredient information for Compliments products.

    Future site development will provide more product-specific information and give visitors the ability to create a customized "My Favorites" section that includes a meal planner, shopping list creator and newsletter.

    Complimentscanada.ca and Inspired magazine are available in English and French.

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