LETTERS

LETTERS to the editor should be accompanied by a home and business telephone number so that they may be verified. The editor reserves the right to edit letters for brevity if necessary.Out of the war zonepatrick Allossery's otherwise excellent article in...

LETTERS to the editor should be accompanied by a home and business telephone number so that they may be verified. The editor reserves the right to edit letters for brevity if necessary.

Out of the war zone

patrick Allossery’s otherwise excellent article in the Feb. 22 issue on the launch of Life Brand Cola in Shoppers Drug Mart stores (‘Shoppers cola to go national’) may have left many with the impression it is our strategy to open up another front in the so-called cola wars and that we are actively challenging the market leaders.

Nothing, in fact, could be further from the truth.

As the first Canadian drugstore chain to introduce private label, we know that the most successful private label products are those that build their respective categories, contribute to the profitability of our stores and provide consumers with attractively priced products as good as, or better than, the other national brands.

This is the strategy behind the introduction of Life Brand Cola and Diet Cola and has been the strategy behind the successful launch of each of the 1,000-plus Life Brand products available exclusively in Shoppers Drug Mart stores.

In the grand scheme of things, I don’t really think the leading cola brands are distressed by the launch of Life Brand Colas.

They are, and will continue to be, market leaders because they do work to build category and to contribute to the profitability of retailers the world over.

To try and suggest otherwise is to do them great disservice.

Roman Niemy

President, Corporate Brands Division

Shoppers Drug Mart

Willowdale, Ont.