President's Choice

Private label brand of the Loblaw Companies President's ChoiceOwnerLoblaw CompaniesIntroduced1984MarketsCanada (except Nunavut)Websitewww.presidentschoice.ca President's Choice (French: le Choix du Président) or PC is a line of grocery products and services offered by the Canada-based Loblaw Companies Ltd. Presidents Choice (PC) Club Soda History President's Blend The first President's Choice (PC) products began appearing on Loblaw store shelves in 1984, but the concept was created the year before as the company marketed a new ground coffee. Dave Nichol, president of Loblaw Supermarkets, was looking for products to add to the company's lineup of No Name generic items and had even begun offering gourmet items in the familiar unbranded yellow packaging. Nichol's Louisiana buyers had discovered a new high-grade coffee, around the time some of the leading national brands had downgraded the quality of their store coffee. Toronto designer Don Watt was asked to create new packaging—the only stipulation being that it had to be yellow, similar to No Name packaging. Watt recalled how PC Gourmet Coffee went on sale by Christmas: It goes on the shelf and becomes the number-one selling item