Loblaw expands imperfect product line into frozen

Loblaw is extending its No Name Naturally Imperfect line of fruit and vegetables to the frozen food section with five new SKUs.

The retailer is adding frozen blueberries, strawberries, mixed berries, mixed fruit and mangos to the line, which brings the product count under the Naturally Imperfect brand to 14.

"Following the success of our No Name Naturally Imperfect products in the produce department, it just made sense to expand the line to include frozen items," said Ian Gordon, senior vice-president, Loblaw brands, Loblaw Companies Limited. "Now whether you are cooking, baking or making a smoothie, you can find a lower priced option with No Name Naturally Imperfect products."

The imperfect produce, which is slightly misshapen and smaller in size, costs up to 30% less than traditional items in the produce section, according to a Loblaw press statement.

Loblaw said the discounts benefit consumers, but the program also helps farmers have a market for the smaller, misshapen fruit they would otherwise throw away.

The line was introduced in 2015 with potatoes and apples at Real Canadian Superstore and No Frills locations in Ontario and some Maxi stores in Quebec. It's now available across Canada at select No Frills, Real Canadian Superstore, Zehrs, Independent, Loblaws, Atlantic Superstore, Maxi and Provigo stores.