One of the most successful private labels ever launched by a retailer. President's Choice (or PC for short) products are distributed by the family of Loblaws supermarkets and products are known for their addition to the quality and convenience of consumers lives.

By following trends, Presidents Choice offers food choices that are commonly available in restaurants or surround eclectic concepts. Examples include:
  • Memories of... sauces
  • The Decadent Chocolate Chip Cookie
  • White Cheddar Macaroni
  • Vanilla Fudge Crackle Ice Cream
  • New York Style Cheesecakes
  • Raisins First, Butter First and Chocolate Chips First Cookies
  • When Loblaws introduced the chocolate chip cookie flavoured new york style cheesecake, there was a bus shelter advertisment for the product. It read:

    If our chocolate cookies are decadent,
    than this must be
    absolute evil.
    (product shot of cheesecake)

    I bought one the next day. I kept it, unopened, in the freezer compartment for almost a year. Whenever I opened the freezer door I would look at it and smile. Sometimes I would show it to visitors. "Look, I have absolute evil in my freezer!" I would say. Then I would laugh maniacally.

    Of course, they all thought I was mad.

    One day I ate the entire cheesecake. I felt quite evil for a while afterwards, too.

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