The President's Choice® The Decadent® Chocolate Chip Cookie turns 25!

The President's Choice® The Decadent® Chocolate Chip Cookie turns 25! 
A third of British Columbians eat a cookie a day*, survey says 
VANCOUVER, May 8, 2013 /CNW/ - (TSX:L) One of Canada's most iconic treats, the 
President's Choice(®) The Decadent(®) Chocolate Chip Cookie turns 25 this 
year! To mark the occasion, the team behind President's Choice(®) have 
created a special limited edition The Decadent(®) cookie tin and filled it 
with two 300 gram bags of cookies. They also asked Canadians about their 
cookie cravings - the survey results are just as fascinating as the history of 
President's Choice(®) The Decadent(®) Chocolate Chip Cookie. Finally, 
later this year many new tasty treats inspired by our customers love for the 
Decadent Chocolate Chip Cookie will hit store shelves - stay tuned! 
Hurry in to grocery stores like Extra Foods(®) and Real Canadian 
Superstore(®) locations in British Columbia to pick up the limited edition 
tin. 
The History of the President's Choice(®) The Decadent(®) Chocolate Chip 
Cookie 
In 1987, the team behind the President's Choice(®) brand set out on a mission 
to create the best, homemade tasting chocolate chip cookie. After hundreds of 
hours of taste testing, they ultimately created the rich and crumbly cookie 
made with fresh creamy butter and the maximum number of chocolate chips that 
could be crammed in. Twenty-five years later, the recipe remains the same. 
"We knew we had found our cookie when our experts couldn't get enough and 
exclaimed "they're beyond good, they're totally DECADENT!!," says Paul Uys, 
the lead product developer in 1987. "We all agreed that the cookie 
absolutely had to be named as such and we had one of the best President's 
Choice(®) products ever created." 
The President's Choice(®) Cookie Survey*: Read how the cookie crumbles in 
each province 


    --  Late night delight- Even though 39 per cent of British
        Columbians like eating their cookies as a late night snack,
        even more Quebecers (66 per cent) eat their cookies as a
        midnight treat, compared to 14 per cent of Manitobans who like
        eating cookies for breakfast and 15 per cent of Prince Edward
        Islanders and New Brunswickers who prefer to eat their cookies
        during happy hour. And, 38 per cent of Albertans eat cookies
        whenever they can get their hands on them! The survey found
        that half of Canadians like eating their cookie as a late night
        snack.
    --  Beverage of choice- Six out of 10 British Columbians and
        Ontarians prefer to eat their cookies with tea and coffee,
        whereas five out of 10 Albertans and Quebecers prefer to eat
        their cookies with a cold glass of milk and one out of four New
        Brunswickers who enjoy their cookies with pop and juice. Six
        out of 10 Canadians prefer to drink tea or coffee with their
        cookies.
    --  Watch out for crumbs- Forty-five per cent of British Columbians
        like to eat their cookies in the kitchen, along with 46 per
        cent of Ontarians, compared to eighteen per cent of Albertans
        like to eat their cookies in bed. In the east coast 30 per cent
        of New Brunswickers prefer to eat their cookies at work
        compared to 48 per cent of Prince Edward Islanders who like to
        eat their cookies anywhere they can. In Canada, 52 per cent of
        Canadians like to eat their cookies in the kitchen.
    --  Cookie lovers- A third of British Columbians eat more than one
        cookie a day, compared to half of Quebecers who eat more than
        one cookie a day and half of Ontarians who eat less than one
        cookie a day. Overall in Canada, almost half of Canadians eat
        less than one cookie a day.
    --  Chocolate chip mania- Forty-six per cent of British Columbians
        say that chocolate chip cookies are their favourite kind of
        cookie, compared to 50 per cent of Prince Edward Islanders, 38
        per cent of Newfoundlanders, and 42 per cent of
        Saskatchewanians. Canadians as a whole prefer chocolate chip,
        as 45 per cent of Canadians say that they prefer chocolate
        chip.
    --  The more chocolate, the better- Of those who have tried the
        President's Choice(®) Cookies, 34 per cent of British
        Columbians say that the President's Choice(®) The Decadent(®)
        Chocolate Chip Cookie is their favourite compared to 47 per
        cent of Albertans say that the President's Choice(®) The
        Decadent(®) Chocolate Chunk Cookie is their favourite kind of
        President's Choice(®) cookie and 22 per cent of Nova Scotians
        who prefer the President's Choice(®) The Decadent(®) Peanut
        Butter cookie.
    --  Keeping it in the family- Of those who have tried the
        President's Choice(®) Cookies, six per cent of British
        Columbians were introduced to the President's Choice(®) The
        Decadent(®) Cookies by a friend, compared to 19 per cent of
        Ontarians who were introduced to the President's Choice(®) The
        Decadent(®) Cookie by a parent, and two per cent of
        Saskatchewanians who were introduced to the President's Choice
        (®) The Decadent(®) Cookie by a grandparent.
    Survey Method

*Vision Critical conducted an online survey on March 20, 2013 among 1,567 
randomly selected Canadians aged 18+ across all provinces who have consumed a 
cookie in the past 6 months, and who are Angus Reid Forum panelists. The 
margin of error—which measures sampling variability—is +/- 2.5%, 19 times 
out of 20. The results have been statistically weighted according to the most 
current education, age, gender and region Census data to ensure a sample 
representative of the entire adult population of Canada. Discrepancies in or 
between totals are due to rounding.

About Loblaw Companies Limited TSX:L

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's 
largest food retailer and a leading provider of drugstore, general merchandise 
and financial products and services. Loblaw is one of the largest private 
sector employers in Canada. With more than 1,000 corporate and franchised 
stores from coast to coast, Loblaw and its franchisees employ more than 
134,000 full-time and part-time employees. Through its portfolio of store 
formats, Loblaw is committed to providing Canadians with a wide, growing and 
successful range of products and services to meet the everyday household 
demands of Canadian consumers. Loblaw is known for the quality, innovation and 
value of its food offering. It offers Canada's strongest control (private) 
label program, including the unique President's Choice®, no name® and Joe 
Fresh® brands. In addition, the Company makes available to consumers 
President's Choice Financial® services and offers the PC(®) points and PC 
Plus™ loyalty program.

or to arrange an interview please contact:

Loblaw Companies Limited 905-459-2500/pr@loblaw.ca  

SOURCE: Loblaw Companies Limited

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CO: Loblaw Companies Limited
ST: British Columbia
NI: RET FDR MED ECOSURV 

-0- May/08/2013 13:59 GMT


 
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