loblaws: first canadian grocery chain to move away from artificial flavors colors

Loblaws, Canada’s largest grocer, is banishing artificial colours and flavours from its signature President’s Choice line of products. Although it’s a challenging task, particularly when it comes to candy and other vibrantly-coloured confectionery items, the decision was sparked in response to growing demand for natural products, according to Ian Gordon, senior vice-president of Loblaw Brands.

“We hear more and more concern from consumers about artificial flavours and colours and we just think it’s the right thing to do,” he said in an interview.

Artificial flavours and colours have emerged as one of the biggest nutritional bogeymen in the eyes of many Canadian consumers in recent years after some studies have linked their consumption to everything from allergies to potential behaviour problems or hyperactivity in children, and possibly even some types of cancer.

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