Loblaw is launching a new fine food collection under its President’s Choice brand, set to roll out to in early- to mid-October in 140 Loblaw banner grocery stores in Ontario, Quebec and Nova Scotia.

The collection comprises more than 200 products including oils, vinegars, spreads, condiments, pasta, pasta sauces and more, whose ingredients have been sourced worldwide. Products will be featured in the aisles where people expect to find them – so for example, the oils in the oil section – in bump-out aisle sets. Sets will be clearly identified with descriptors, information on the product’s country of origin and recipes that can be taken away. There will also be information and resources at pc.ca/blacklabel when the products hit stores.

“It will literally jump at out you,” says David Primorac, senior director, public relations, Loblaw, of the in-store set up. “It’s something that will not be missed.”

Similar to its No Name predecessor that started without a name and only later became trademarked, the PC gourmet line technically doesn’t have a name, identified by the black label and sophisticated packaging, says Primorac. There is no private label brand among Loblaw competitors with a gourmet line, he adds, and since people tend to shop at multiple stores for their food, specifically at specialty stores for their fine foods, the new collection will give customers the convenience of shopping for fine food products as well as their daily grocery needs under one roof.

With prices ranging from $1.99 to $24.99, Loblaw is attempting to appeal to customers with a taste for fine foods who don’t want to pay specialty store prices.