Loblaw Cos. Ltd., (L-T36.55-0.26-0.71%) a trailblazer in low-cost private labels such as President’s Choice, is testing an array of new discount store brands aimed at attracting more shoppers and fending off a legion of new players in the grocery business.
The strategy of promoting what some retail experts refer to as fighter brands is similar to one being used by grocery giant Tesco PLC in Britain to take on mighty Wal-Mart Stores Inc. and other discounters.
Now, Loblaw is borrowing a page from the British private-label playbook by introducing a bevy of brands at its No Frills discount stores, a move that could spiral into a new food fight in Canada.
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