Loblaw execs share why summer is prime-time for innovation at PC
The President’s Choice Summer Insiders Report is here, showcasing a selection of more than 100 new products.
Full of the Loblaw Companies label’s latest innovations—from Jerk Chicken Burgers to Scoop Shop Pina Colada Ice Cream and Peameal Bacon Sandwich Flavour Potato Chips—the annual report offers a peek behind the curtain of PC’s Test Kitchen.
“Innovation is always happening at PC, but summer is definitely one of our biggest moments because Canadians are naturally more open to trying new things this time of year,” April Preston, Loblaw’s senior vice-president of control brand product management, tells Canadian Grocer. “That’s what makes summer such an exciting testing ground for us! It gives us the opportunity to introduce new products, lean into emerging trends, and see what truly customers are engaging with.”
Below, we speak to Loblaw’s Preston, Lindsay Cook, vice-president of marketing, and Mary MacIsaac, executive vice-president and chief marketing officer, about PC's summer 2026 lineup. This interview has been edited for brevity and clarity.
Why is summertime the perfect “testing ground” for the PC brand to innovate? Does that experimentation support innovation across Loblaw’s other private labels?
April Preston: When we first launched the Insiders Report more than 40 years ago, it was designed to highlight seasonal trends, recipes and product innovation ahead of summer and the holidays. Over time, we’ve really come to see how different those moments feel for people: the holidays are all about comfort, nostalgia and traditional favourites, while summer tends to be more open and exploratory, when people are excited to try something new. That spirit of discovery has stayed at the heart of the brand ever since, and continues to shape innovation more broadly across the Loblaw portfolio.
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Can you give an example of a product that took more ‘perfecting’ to get right? What goes into that process?
AP: Product development at PC is deeply rooted in iteration, testing and an obsession with getting every detail right. Inspiration can come from anywhere—from family recipes, global food culture, regional Canadian favourites or emerging consumer trends, but turning an idea into a product Canadians will love often takes months, and sometimes years, of refinement.
Take the new PC Jerk Chicken Burgers, for example. The goal wasn’t just to add jerk seasoning, it was to capture the real depth, smokiness and heat of authentic jerk chicken in burger form.
That meant carefully balancing spices and peppers and testing different meat blends until we got it right. A real turning point came when a team member shared their family’s special spice blend, which helped shape the final flavour profile. From there, we refined the recipe into a blend that includes 1/4 dark meat chicken to deliver flavour throughout the burger, not just on the surface.
How do you approach easing customers into new product innovations?
AP: Innovation is about balancing discovery with familiarity. Canadians are eager to try new flavours and formats, but the most successful innovations are often those that feel approachable and naturally fit into existing routines and summer traditions.
Our approach starts with familiar favourites, from barbecue staples to nostalgic comfort foods, and reimagines them in fresh, trend-forward ways, making it easy for customers to try something new while staying connected to flavours they already know and love, and the PC Summer Insiders Report reflects this approach.
Ultimately, the goal is to make food discovery feel easy and enjoyable, helping Canadians confidently try what’s next while still delivering the quality and familiarity they expect from the brand.
Can you share a little bit about how the PC Test Kitchen works?
AP: The PC Test Kitchen is really built around collaboration. Behind every product is a large cross-functional team that brings together product developers, product managers and category leaders to test, refine and challenge ideas from every angle.
What makes it so successful is that balance between culinary creativity, consumer insight and rigorous testing. The team is constantly tasting, experimenting and evaluating products to understand not just what’s trending, but what Canadians will genuinely love and use in their everyday lives.
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What role do food trends—particularly on social media—play in PC’s approach to product development?
Lindsay Cook: Food trends and social media play an important role in how we approach innovation at PC. We’re seeing Zillennials increasingly engage with food as a form of discovery and self-expression, seeking experiences that feel new, shareable, and culturally relevant.
That mindset helps shape how we identify emerging flavours, formats, and product opportunities Canadians will be excited to discover next. Each year, the report is developed through that lens of discovery, highlighting the trends, flavours, and standout “hero” products shaping the summer season while making innovation feel approachable and accessible.
What are the core “flavour themes” explored in this year’s summer lineup?
LC: This year’s PC Summer Insiders Report invites Canadians into A Summer of Discovery—a celebration of the bold flavours, spontaneous moments, and new experiences that make summer memorable.
The 2026 report is anchored in three key flavour themes: More Memories, Taste Escapes, and Balanced Bliss. Together, they reflect how Canadians are embracing summer—through shared experiences and nostalgic moments, globally inspired flavour exploration and products that balance indulgence with intentional living.
What’s the “sleeper hit” from this year’s lineup—a product that might fly under the radar but offers surprising versatility for summer cooking and snacking?
AP: One of the “sleeper hits” this summer is definitely the Tomato Trifecta, our new lineup of PC greenhouse-grown tomatoes. It includes PC Mixiany Cherry Tomatoes On The Vine, PC Strawberry-type Tomatoes On The Vine and PC Grape Tomatoes On The Vine, with many grown in Leamington, Ontario.
What makes them stand out is the idea that not all tomatoes are meant for the same use. After extensive blind flavour testing, each variety was selected for a different eating experience, whether that’s snacking, salads, entertaining or cooking. It’s a simple product on the surface, but once people try them, they realize how much flavour and versatility they can bring to everyday summer meals, snacks and beyond.
If you had to choose, what would be your favourite product from the summer lineup?
AP: My daughters are obsessed with PC Sippets. They love to mix and match the cute charms on their PC My Sip Stainless Steel Insulated Bottles.
LC: I’m loving the PC produce line-up, our tomato varieties and our Mangoes! My family basically lives on fresh salads all summer, and we have a fun take on a mango salad recipe in the Report, that has a delicious texture twist of warm, spiced coconut crunch.
Mary MacIsaac: It’s hard to pick just one favourite from this year’s PC Summer Insiders Report because there are so many exciting and innovative products in the lineup. But if I had to choose, it would be the PC The Sizzle Wheel Garlic & Herb Shrimp. Imagine a product that can go straight from freezer to grill with no prep & it tastes great—like something you’d order at a great seafood patio. That's exactly what this product delivers. It's the first-ever grill-ready shrimp ring in the frozen aisle, it’s hand-arranged for presentation and designed specifically for the BBQ, with delicious garlic, herbs, and a hint of lime. The flavour does not disappoint!
