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CANADIAN INDUSTRY ONLINE - JULY 2013
Black Label ice cream or our PC Loads of The Decadent Cookie Dough OR they can have a
Blue Menu frozen yogurt. We provide indulgence options all the way down to healthier eating
as well as more ethical eating (with our PC Organic Label products).
When it comes to The Decadent cookie, health trends haven’t affected what consumers
want. When it was created, we wanted to produce the best chocolate chip cookie on the mar-
ket, and that’s what we did.
And how did you produce the best cookie on the market?
What makes it a President’s Choice cookie is all the parts of the cookie.
We used as many chocolate chips as we could, and used the best chocolate chips out
there. We made it an all butter cookie. For those with a refined pallet, there is a very unique
and different taste in the cookie.
The reason it’s been so enduring is that it really did stand out as the best cookie on the
market when it was launched. We went with quality ingredients and we’ve guarded what
those are over the years—it’s still the same recipe and ingredients. Not only that, we’re keep-
ing things fresh by offering different experiences around The Decadent cookie: You can now
get ice cream sandwiches and other treats. It really is our most iconic product.
How are you celebrating this big anniversary?
Most of our marketing for the anniversary is around nostalgia. When you go to buy Pres-
ident’s Choice The Decadent cookies you can buy them in a replica of the original cookie tin.
We’re also honouring the cookie with a couple of new variants of the original cookie—it’s all
about something old and something new, to remind Canadian consumers about the familiarity
of the cookie.
In your opinion, what are the next truly iconic PC products?
I think our Memories line has shown that it is enduring, and our coffee program is also
iconic. We devote a very high degree of attention to our coffee program and consumers rec-
ognize that. Our PC Ketchup is really enduring, and our most recent item is the PC Greek Yo-
gurt. It has been on the market for a couple of years now and the Greek yogurt market is now
booming—we were one of the first true Greek yogurt products.
We continue to build our organic lines and offer sustainable seafood. PC really drives the
control brand agenda in Canada and we will continue to do so as long as the consumers are
looking for choice. With President’s Choice, it’s all about discovery.
