Launched last March, Loblaw’s “Naturally Imperfect” line—which features misshapen and oddly sized fruits and vegetables—has been loved by consumers across the country for its affordable prices. Now, the brand is expanding to include more “ugly duckling” peppers, pears, onions, mushrooms and carrots.
“When it comes to produce, Canadians know that beauty is more than skin deep,” says Ian Gordon, senior vice-president of Loblaw Brands, Loblaw Companies Limited. “Our customers recognize that they get the same flavor and nutritional benefits in spite of appearances.
Produce selected for the line may not have been harvested due to its small size, or was previously used in juices, sauces or soups due to malformations.
The brand, which featured only apples and potatoes at its launch, can now be found across the country in select no frills, Zehrs, Real Canadian Superstore, Your Independent Grocer and Loblaws locations.
