2025 Generation Next winner Laken Pitts

Laken Pitts has transformed pricing at Sobeys, evolving it from a transactional back-office role into a strategic partner in business decision-making. In her current role, which she’s held since 2024, Pitts spearheaded the implementation of an advanced pricing technology that e ceeded financial targets and built a culture of speed and efficiency. “It was a high degree of change and I was new to the department, but my team was open-minded and they challenged themselves to think about how they could do things differently,” Pitts says.

In previous roles at Sobeys, Pitts drove several first-to-market launches across categories such as frozen meals, baby and health and beauty. She also played a key role in the creation of “baby shop-in-shops” across full-service stores—a concept that remains a cornerstone of Sobeys’ baby offering.

Her role as vice chair of Grocery Foundation Atlantic is another career highlight. Pitts has been a driving force behind fundraising and sponsorship efforts that support the mental and physical health of children and youth.

Pitts, who’s been with Sobeys for more than a decade, plans on a long-term career with the company. “There are so many opportunities to evolve both personally and professionally within Sobeys,” she says.

See the full list of Generation Next 2025 winner profiles.

Profiles were published in the December 2025/January 2026 issue of Canadian Grocer.