Loblaw introduces an innovative program to help shoppers make healthier choices

Exclusive nutritional rating program, Guiding Stars®, available in Ontario Loblaws® stores

Guiding Stars at LoblawsStarting August 10, customers at Loblaws® stores in Ontario will have a faster, easier way to make healthier food choices when shopping for groceries for their family. Loblaw Companies Limited (Loblaw) is the first Canadian grocery retailer to launch Guiding Stars®, an impartial, nutrition navigation program, providing at-a-glance nutritional ratings for foods found in every store aisle.

The Guiding Stars® program is designed to complement existing nutritional data such as the nutrition facts table, on-package product labels, and Canada’s Food Guide to Healthy Eating. The program scores food based on nutrient density using an objective scientific algorithm grounded in the most current dietary guidelines and recommendations of national regulatory and health organizations.

Products are scored on a credit and debit system where foods acquire stars for containing more vitamins, minerals, dietary fibre, whole grains, and Omega-3 fats and are debited for containing saturated fat, trans fat, added sodium, or added sugars. Products can earn up to three stars and these ratings are displayed on easily identifiable shelf tags for products in store. Foods with fewer than five calories per serving like bottled water, tea, and spices, are not rated. If a food has been rated and has no stars, it did not meet the criteria for a Guiding Star.

Guiding Stars has strength in its consumer-friendly translation of current dietary recommendations that are based on science,” said Alison Duncan, professor, Human Health and Nutritional Sciences at the University of Guelph and a member of the scientific advisory panel for Guiding Stars®. “This means that consumers can rely on the Guiding Stars program to provide them with quick and accurate guidance about the nutritional quality of the food choices they are making.”

A national online poll conducted by Vision Critical for Loblaw revealed that almost seven out of ten (67%) Canadians are making healthier food choices, but that confusion about food labels is a barrier for many Canadians (60%) in achieving a healthier diet*. Recent in-store research from the first phase of Guiding Stars® in the Greater Toronto Area showed that eight in ten customers liked the program, considering it clear and easy to use and offering helpful information**.

“One in three Canadians shop at our stores each week and we work really hard to ensure we meet their priorities, including helping them make informed decisions about healthier food,” said Michael Lovsin, senior vice president, Health and Wellness, Loblaw Companies Limited, and a member of the Ontario Healthy Kids Panel. “Offering in-store dietitians and programs like Guiding Stars are ways that Loblaw is working to empower our customers to make healthier choices.”

A registered dietitian is a regulated health professional who can help make sense of food and nutrition. While 50 Loblaw banner stores currently offer in-store dietitians year round, a special Guiding Stars® Dietitian Day will take place at select Loblaws stores in Ontario on Saturday August 11 from 10 a.m. to 2 p.m. Customers are invited to visit the store on this day to receive hands-on guidance from dietitians about the Guiding Stars® program, discover great tasting healthier food options and simple ways to prepare them.

Loblaw stores offer a number of healthier food options through the PC® Blue Menu® brand. The newly-designed packaging of PC® Blue Menu® products makes it easy to quickly identify nutritional benefits with plus (+) and minus (-) symbols identifying the nutritional attributes of each product. In addition to the broad range of products available, Loblaw banner stores offer support for Canadians in their journeys towards healthier lifestyles with initiatives like the in-store dietitians program, President’s Choice® Cooking School classes, and partnerships with the Canadian Diabetes Association and Hypertension Canada. For more information about the Guiding Stars® program, please visit www.guidingstars.ca.

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 135,000 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®Joe Fresh® brands. In addition, the Company makes available to consumers President’s Choice Financial® services and offers the PC® points loyalty program.

About the surveys

*Vision Critical conducted an online survey on February 1, 2012 among 1,004 randomly selected Canadian adults who are Angus Reid forum panelists. The margin of error—which measures sampling variability—is +/- 3.1%, 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.

**Vision Critical conducted an in-store survey on July 5 and between July 11 and 13, 2012 among 501 Canadian Loblaws® shoppers at two stores in the Greater Toronto Area.

For more information please contact

Loblaw Public Relations Department

905-459-2500 or pr@loblaw.ca