GROCERY CHAIN JOINS FROZEN FOOD TREND
By Adnews Staff
One of Quebec's largest grocery chain operators has launched an upscale line of house brand frozen foods after two years of research, testing and consumer surveys. Yesterday Montreal-based Epiciers Unis Métro-Richelieu unveiled the initial 15 products in its Sélection Mérite line, which runs the gammit from hors d'oeuvres to desserts. It plans to expand the offering to 200 products in the next three years. While frozen foods are not particularly popular in Quebec at the moment, Métro-Richelieu feels they will be. The company says such products are enjoying strong growth in Europe and the United States. Packaging for the new line, designed by Goodhue Design Communication, is so mouth-watering that it's being featured in the advertising, says marketing vice-president Gilles Caron. For the first phase of the product launch, BCP in Montreal has created ads to run in weekly flyers and posters for the stores. The various chains in the Metro-Richelieu family will also hold in-store samplings the week of Dec. 4. The circular ads are scheduled to run Dec. 4, 11 and 18.