Loblaws Pilots 3 Limited-Assortment ‘No Name’ Stores, Promises Significant Discounts

Loblaws will open three “No Name” stores in Ontario next month, offering up to 20% savings on a limited selection of 1,300 products, including pantry staples and household goods. The stores will have shorter operating hours, from 10 a.m. to 7 p.m., and will not offer dairy or fresh meat products because they will not have refrigerated cases.

“Our goal is simple – providing food and essential household items across a limited range of national brands and no name brand products at our lowest possible price,” said Per Bank, President and CEO of Loblaw Companies Ltd. in a statement. “Since food inflation took off globally, we have been laser-focused on doing what we can to keep prices lower for customers, including opening more discount food locations in more parts of the country. This new test concept allows us to pass on lower prices to our customers – it’s a completely different and simplified shopping experience.”

The stores, in Windsor, St. Catharines and Brockville, Ontario, will offer a small range of frozen food items as well as shelf-stable bakery and produce items including bread, bagels, apples, bananas, peppers and carrots.

“Our commitment to customers is that products at the no name store will be up to 20% less than the regular retail price on a comparable product at any of the four main discount grocers in that local area,” said Melanie Singh, President of Loblaw’s Hard Discount Division in a statement. “This is a test and learn project, and we’re planning to listen and adjust quickly. The pilot is unchartered territory and while success isn’t guaranteed, our commitment to creating value and meeting customer needs remains unwavering.”

Loblaw had indicated plans for these discount-format supermarkets in underserved communities in April 2023 as part of a planned $2 billion (Canadian) investment in its store fleet, including 38 new and/or relocated stores and conversions or renovations to nearly 600 more.