Loblaw Companies is reinforcing its rep as a leader in competitively priced, effective, eco-friendly products with its latest addition to the PC Green line: an automatic dishwashing detergent that is phosphate-free.

‘I think this is a great example of us being out well ahead of the national brands. That’s what drives us,’ explains Elizabeth Margles, VP public relations/public affairs at Brampton, Ont.-based Loblaw. ‘The target is anybody who cleans their house and wants to have less of an impact on the environment but at the same time maintain their own cleaning standards.’

The new detergent hit the shelves early last month, and Loblaw is making sure the addition doesn’t go unnoticed. Along with in-store signage and a spot in the annual ‘PC Green’ booklet, the detergent is plugged in the new ‘signature’ Loblaw’s TV spot featuring executive chairman Galen Weston Jr.

‘He doesn’t enter into those very lightly at all. All of the products that appear with Galen have to resonate not only with him, but also with the greater consumer community,’ says Margles, adding that just six PC products a year are highlighted in TV spots. ‘We really believe this demonstrates our strength in innovation and value, and that’s why we’re promoting it through TV.’

Loblaw worked with its long-time advisor, prominent eco-activist Colin Isaacs, on developing the new detergent. Margles says they’re planning to add several more products to the Green line this year.