President's Choice
A Canadian Loblaw private-label brand built around distinctive food products, premium value, and frequent product innovation.
Last updated October 16, 2026
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Overview
President's Choice, commonly abbreviated as PC and known in French as le Choix du Président, is a Canadian private-label brand operated by Loblaw Companies Limited. It encompasses a broad range of grocery, household, personal-care, and related consumer products sold primarily through Loblaw banners and affiliated Canadian retailers. The brand is not a separately listed corporation; its public-market association comes from Loblaw Companies Limited, whose shares trade on the Toronto Stock Exchange under ticker L. The first President's Choice products reached Loblaw shelves in 1984, following the development of a higher-quality store coffee concept the previous year. Dave Nichol, then a senior Loblaw executive responsible for merchandising and product development, sought to expand beyond the company's low-cost No Name range. The objective was not simply to offer a cheaper substitute for national brands. President's Choice was designed to provide products that consumers considered better, more unusual, or more interesting than conventional private-label merchandise, while still offering value relative to branded competitors. The name came from the idea that products were personally endorsed through the president's choice. Early packaging and promotion were closely associated with Nichol, whose handwritten-style logo and editorial voice helped give the brand a recognizable personality. The accompanying Insider's Report publication became an important marketing channel. Presented in an informal, humorous, product-review style, it described new products, explained their development, and encouraged shoppers to try items that were difficult to find elsewhere. This approach made private-label merchandising feel more like discovery and less like generic substitution. President's Choice became known for products such as The Decadent Chocolate Chip Cookie, specialty sauces, international-inspired foods, premium biscuits, sorbets, and later differentiated lines including PC Organics, PC Free From, and PC Black Label. The Decadent cookie was particularly important to the brand's reputation. Its formulation emphasized real chocolate chips and butter, and its launch helped establish the proposition that a store brand could compete with, and sometimes outperform, leading national brands on taste and perceived quality. The brand also served as a vehicle for experimentation in environmental and health-related categories. Loblaw introduced the G.R.E.E.N. line in 1989 with products such as unbleached coffee filters and organic lawn and garden products. The initiative attracted attention and criticism, especially over the environmental claims and practical limits of some disposable products. Although the line did not resolve every concern raised by environmental organizations, it helped place environmentally oriented private-label products into mainstream grocery retail and prompted competing manufacturers to expand similar offerings. By 1990, the range had grown to roughly 500 products, and President's Choice represented a substantial part of Loblaw's business. Subsequent development extended beyond traditional groceries into beverages, prepared foods, household goods, personal care, organic products, free-from products, and premium specialty foods. The brand's Canadian identity remains central: its products are distributed through Loblaw's retail network, and its marketing has generally emphasized product quality, accessible indulgence, convenience, and distinctive innovation rather than global luxury branding. President's Choice continues to function as a major Loblaw brand architecture rather than an independent company. Its role is strategic as well as commercial: exclusive products can differentiate Loblaw stores, strengthen customer loyalty, reduce dependence on national suppliers, and give the retailer greater control over assortment and pricing. The brand's precise range changes over time as Loblaw introduces, reformulates, repositio…
History
President's Choice emerged from Loblaw's effort to modernize and strengthen its private-label business. Loblaw had long sold in-house products, but by the late twentieth century the company faced pressure to improve its retail proposition and regain market share. W. Galen Weston supported investment in product development, while Dave Nichol became a leading force behind a new approach to store branding. In 1983, Nichol pursued a higher-grade coffee product after observing an opportunity to offer better quality than some established store coffees. The coffee initially carried the President's Blend name. Its strong performance encouraged Loblaw to create a broader identity that could cover many product categories. President's Choice was selected because it could signal personal endorsement without limiting the brand to coffee. Designer Don Watt and other Loblaw creatives developed packaging that distinguished the products from both No Name and conventional national brands. The brand's early growth was supported by the Insider's Report, a publication associated with Nichol that combined product commentary, humor, consumer guidance, and stories about product development. It became increasingly focused on President's Choice and gave the brand an unusually direct voice. Rather than relying only on price promotions, Loblaw used the publication and in-store distribution to present products as discoveries available through its stores. Early products included premium biscuits, chocolate-chip cookies, sorbet, specialty sauces, and other items inspired by foods encountered in international markets. Product development was highly selective. Nichol personally tasted products and worked with suppliers through repeated revisions. Packaging was also treated as a central part of the proposition, with distinctive photography and names intended to communicate indulgence, provenance, or novelty. The Decadent Chocolate Chip Cookie became one of the brand's defining products. Its development involved a lengthy effort to use substantial quantities of real chocolate chips and butter while maintaining manufacturability and shelf stability. The resulting product was positioned as a premium cookie at a private-label price and became a major sales success. The episode reinforced Loblaw's belief that private labels could create demand rather than merely capture shoppers seeking lower prices. President's Choice expanded rapidly during the late 1980s and early 1990s. By 1990, the portfolio reportedly numbered about 500 products and accounted for a significant share of Loblaw revenue. In 1989, Loblaw introduced the G.R.E.E.N. line, covering environmentally oriented products and household categories. The line received substantial public attention but also criticism from environmental organizations and consumer advocates over product claims and the limitations of disposable alternatives. The controversy demonstrated both the reach of the brand and the scrutiny that accompanied its marketing. The company continued exploring categories where a differentiated store product could compete with strong national brands. It launched health-oriented products, international sauces and prepared foods, specialty pet food, beverages, and later premium, organic, and free-from lines. Some products failed or required repositioning. A vanilla crème sandwich cookie originally called Lucullan Delights was renamed Eat The Middle First in 1992 after the original name proved difficult for shoppers to understand, illustrating the importance of accessible product communication. During the 2000s and afterward, President's Choice remained integrated into Loblaw's broader private-label strategy. The portfolio developed multiple tiers and specialist lines, including PC Organics, PC Free From, and PC Black Label. These lines allowed Loblaw to address everyday grocery demand, dietary restrictions, organic purchasing, and premium culinary occasions under related identities. New products such as New Wave Cola showed the brand's continuing willingness to challenge established categories. Today, President's Choice is principally a Canadian retail brand distributed through Loblaw's store network and associated channels. It operates as part of Loblaw rather than as a separately listed enterprise. Its competitive role includes differentiating Loblaw stores, encouraging repeat visits, expanding retailer control over product development, and offering alternatives to national brands. The brand's long-term identity remains tied to accessible quality, proprietary products, product storytelling, and the idea that a retailer's own label can be a destination in its own right.
- 2004
New Wave Cola launched
[1]President's Choice entered the cola category with a campaign directed at established cola consumers.
- 1992
Lucullan Delights repositioned as Eat The Middle First
[1]The sandwich cookie was renamed and relaunched after its original name failed to communicate effectively with shoppers.
- 1991
Health-oriented range introduced
[1]Too Good To Be True! launched with a collection of lower-fat products.
- 1990
Portfolio reaches approximately 500 products
[1]The expanding range had reached roughly 500 products and represented a substantial part of Loblaw's revenue.
- 1989
G.R.E.E.N. line launched
[1]Loblaw introduced a major environmentally oriented product range under the brand.
- 1984
President's Choice products introduced
[1]The first products carrying the President's Choice name appeared in Loblaw stores.
- 1983
Higher-quality coffee concept developed
[1]Loblaw developed the coffee concept that preceded the wider President's Choice line.
Products and positioning
A broad Canadian private-label portfolio combining quality, innovation, distinctive products, and value relative to national brands.
Cookies and confectionery
The Decadent Chocolate Chip Cookie
A signature chocolate-chip cookie developed to deliver a more indulgent alternative to mainstream branded cookies. Its formulation emphasized real chocolate chips and butter, and its launch became a defining example of President's Choice using product quality and distinctive formulation to elevate a private label. It became one of the brand's best-known products and a central part of its Canadian identity.
Premium foods
PC Black Label
A premium President's Choice range focused on specialty ingredients, more elaborate recipes, and culinary-oriented products. The line extends the brand beyond everyday grocery value and is intended for shoppers seeking restaurant-style or discovery-driven food experiences within a supermarket assortment.
Organic foods
PC Organics
An organic-focused range serving consumers who want certified-organic or organic-positioned grocery products through Loblaw's retail network. It broadens President's Choice into a specialist category while retaining the parent brand's emphasis on accessible retail distribution.
Free-from and dietary products
PC Free From
A line intended for consumers avoiding particular ingredients or managing dietary restrictions. The range reflects the expansion of private labels into dietary and lifestyle needs rather than only conventional packaged grocery categories.
Environmentally oriented household products · 1989
G.R.E.E.N.
An environmentally and body-conscious line introduced in 1989. Its assortment included products such as unbleached coffee filters and organic lawn and garden fertilizer. The line generated significant attention and criticism concerning environmental claims and the limits of some disposable products.
Soft drinks · 2004
New Wave Cola
A cola product launched as President's Choice's attempt to compete in a category dominated by major national brands. Its marketing directly addressed consumers of established cola products and framed the private label as an alternative rather than merely a cheaper substitute.
Controversies
2019
Loblaw recalls President's Choice Sensitive to lactose infant formula
Loblaw Companies Limited recalled President's Choice Sensitive to lactose milk-based powdered infant formula after testing indicated that certain product may be contaminated with Cronobacter spp. The recall warning also corrected an earlier identification: President's Choice Lower Iron formula was no longer subject to the warning. The source reported no associated illnesses.
2019
President's Choice infant formula recalled over possible Cronobacter contamination
Loblaw Companies Limited recalled President's Choice Lower Iron milk-based powdered infant formula due to possible Cronobacter spp. contamination. The recall was reported in 2019. According to the source, no illnesses were associated with consumption of the product.
1989
G.R.E.E.N. environmental-claims controversy
Environmental groups and consumer advocates criticized aspects of the G.R.E.E.N. range, including concerns that some products did not satisfy strict interpretations of environmental responsibility and that certain disposable products remained inherently wasteful. The dispute also involved a qualified public endorsement and subsequent resignation by an environmental advocate who faced opposition from other environmentalists.
Marketing campaigns
- 2004Join the New Wave Generation
Canada
The launch campaign for New Wave Cola called on Pepsi-Cola consumers and other cola drinkers to switch to the President's Choice alternative. The campaign supported the brand's effort to challenge a highly established national-brand category.
Outcome. The campaign supported the brand's effort to challenge a highly established national-brand category.
- 1983Insider's Report
Canada
A humorous product publication associated with Dave Nichol used informal reviews, food stories, product-development explanations, and comparisons with national brands to build awareness of President's Choice. It became a major communication vehicle for the brand and helped turn private-label shopping into a product-discovery experience.
Outcome. It became a major communication vehicle for the brand and helped turn private-label shopping into a product-discovery experience.
Brand decisions
2004
Challenge national cola brandsProduct launchBackground
President's Choice had previously pursued categories where distinctive private-label products could compete with powerful national brands.
Action taken
The brand launched New Wave Cola and marketed it directly to established cola drinkers.
Aftermath
The launch expanded the brand's presence in beverages, although detailed performance data is not provided in the reference material.
1992
Rename and reformulate a weak-selling cookieOtherBackground
The name Lucullan Delights did not communicate clearly to shoppers and sales were slow.
Action taken
The product was relaunched as Eat The Middle First with a more accessible name and a promotional guarantee.
Aftermath
Sales improved after the repositioning.
1989
Enter environmentally oriented product categoriesProduct launchBackground
Growing consumer interest in environmental and health-related products created an opportunity for a mass retailer.
Action taken
Loblaw launched the G.R.E.E.N. range, including household and lawn-and-garden products.
Aftermath
The initiative attracted high awareness, criticism of some claims, and later imitation by other manufacturers.
1984
Create a broad quality-oriented private-label brandStrategyBackground
Loblaw wanted to move beyond low-cost generic products and become less dependent on national brands.
Action taken
It expanded the President's Blend coffee concept into President's Choice, a name suitable for products across many categories.
Aftermath
The brand became a central part of Loblaw's differentiation and private-label strategy.
Recent events
- 2004
President's Choice introduces New Wave Cola[1]
Product launch · Campaign
The brand entered the cola category with New Wave Cola and a campaign aimed at consumers of established cola brands.
- 1989
Loblaw launches the G.R.E.E.N. product line[1]
Product launch · Campaign · Regulation
The company introduced a group of environmentally oriented and body-conscious products under the President's Choice umbrella.
- 1989
PC Children's Charity established[6]
Other
Loblaw established PC Children's Charity, a separate charitable organization associated with the wider PC brand identity and focused on supporting children and families.
- 1984
President's Choice products begin appearing on Loblaw shelves[1]
Product launch
Loblaw introduced the first products carrying the President's Choice name after testing a higher-quality private-label coffee concept.
- 1984
Loblaw develops President's Choice as a differentiated private-label brand[1]
Product launch
Loblaw introduced President's Choice during the 1980s as a store-brand range intended to compete with national brands through product quality and innovation.
The Decadent becomes a major Canadian private-label success[1]
Product launch · Product generation
The Decadent Chocolate Chip Cookie helped establish President's Choice as a private label capable of competing with national brands on taste and product appeal.
Sources6 sources
- 1President's Choiceen.wikipedia.org
- 2President's Choice official websitepresidentschoice.ca
- 3Loblaw recalls President's Choice Sensitive to lactose infant formulanewswire.ca
- 4President's Choice infant formula recalled over possible Cronobacter contaminationhaligonia.ca
- 5President's Choice infant formula recalled over possible Cronobacter contaminationnewswire.ca
- 6PC Children's Charity establishedpcchildrenscharity.ca
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