Loblaw’s Heather Fadali on Canadian, international inspirations behind PC Insiders Report
Down the aisles of Loblaw Companies stores, shoppers can find a fresh selection of products fit for summertime entertaining—or just snacking in the sunshine.
The much-awaited President’s Choice Insiders Report: Summer 2025 edition is here, serving up the private label brand's newest innovations in a digestible format.
“What’s really exciting for me and my team this year is just how the PC Summer Insiders Report has evolved! Each year it has grown and it’s not just a product guide anymore, it’s a full-on inspiration hub,” Heather Fadali, VP, Loblaw brand products management and innovation, tells Canadian Grocer. “We’ve made it more interactive and engaging, with new ways for our customers to discover products, explore recipes and get inspired right from their phones or in-store. Whether you're flipping through the printed report, scrolling online or spotting something on social, it’s all designed to bring the fun and flavours of summer to life. We want people to feel like they’re part of the experience, not just reading about what’s new, but actually seeing how it can come to life in their own kitchens and backyards, just like we do.”
And though PC is finding some of its inspiration from far-flung locales, there’s a distinctly Canadian flare to this year's report. With launches like The Ultimate Atlantic Salmon Burgers and Halifax inspired Donair Beef Burgers, consumers who are looking to take part in the "Buy Canadian" movement will find plenty to choose from.
It’s the “best of both worlds,” Fadali says.
“We’ve teamed up with local farmers and producers to bring homegrown ingredients to the spotlight, whether it's indulgent ice cream made with 100% Canadian milk or PC chips using Canadian-grown potatoes. At the same time, we’re drawing inspiration from international cuisines to bring exciting, globally inspired flavours to the table. It’s really all about giving Canadians that added value, giving them the chance to support local while also exploring new tastes and experiences from around the world, all in one place,” she says.
Read on for more insights from Fadali on this year’s report.
What’s new and special about this year’s summer releases? What international flavours stand out this year? Where did that inspiration come from?
Our goal was to really take the products in the PC Summer Insiders Report to the next level. There’s tons of delicious and exciting new products too, inspired by both homegrown recipes and international flavours.
With this Insiders Report, we were really inspired by the flavours of Southern India. There’s dishes like the Spicy Masala Tilapia, a creamy Mango Lassi Cheesecake and a Mango Masala Crunch Chopped Salad Kit, all packed with flavour, that are really perfect for the summer. This is all at a price point where you don’t need to order take out to explore new cultures and flavours.
READ: Canadians have a growing appetite for global cuisines
Closer to home, we have given a fresh twist to some well-known classics, with new items like The Ultimate Atlantic Salmon Burger—I love the big chunks of salmon you get in every single bite.
Beyond this, I’m really excited about our innovation in the beverage category. Across the globe, and especially here at home in Canada, we've seen a big surge in people prioritizing their well-being. Guided by our purpose to help Canadians Live Life Well, Our PC Cold Pressed Juice with Probiotics makes incorporating wellness into daily routines easier than ever. They have no sweeteners, no food additives, no preservatives—only fruit and vegetable juices, so you get all the benefits at an affordable price
I hope that Canadians will see that it’s really all about discovering new flavours, having fun with food, and making every bite (and sip!) feel like summer.
Is there a flavour story—or stories—you’re trying to tell with this year’s lineup?
Summer is our season to get creative, and it all starts with striking the perfect balance between new innovations and those Summer classics. Our product developers work hand-in-hand with our test kitchen chefs to dream up exciting new ideas that reflect what we know Canadians are craving, while also honouring the tried-and-true favourites that have earned a permanent place at our table.
This year, our report is split into three distinct sections: Redefine the Rules, Redefine Experiences and Redefine Balance.
Redefine the Rules is all about having fun with food and embracing the unexpected. We’re not just following trends, we’re setting them. Whether it’s through bold flavour combinations, reimagining the familiar, or launching something entirely new, we’re always looking for ways to surprise and delight. One example I’m really proud of is our PC Banana Leaf Panang Curry Shrimp. It’s not your typical seafood dish—it’s inspired by global flavours and brings a unique cooking experience by using banana leaves to deepen the flavour. Or take our PC Gobi 65 Cauliflower Bites: a plant-based take on a classic South Indian street food, loaded with bold spices and crunch. The magic is that you can find these culinary adventures right at your local grocery store. It’s about turning every meal into an experience, sparking conversations, and creating those little moments of joy at the table.
Redefine Experience’s goal is to inspire Canadians to elevate the everyday, because even weeknight dinners or casual backyard hangouts deserve a little magic. We turned a beloved Canadian favourite, the Halifax Donair, into the burger of the summer. The sauce is inspired by a family recipe by one of our own PC Test Kitchen Chefs. It’s sweet and garlicky and I can't wait for you to try it!
Finally, Redefine Balance is about a more holistic approach to food, something that nourishes both body and mind. It’s about feeling good and fueling well with vibrant veggie-packed meals, better-for-you desserts, and refreshing drinks that do more. That’s why we’ve introduced three new lines to support Canadian’s wellness goals: PC Cold Pressed Juices with Probiotics, PC Juice Shots, and our bubbly boost, PC Sparkling Beverages that support energy metabolism, immune support and gut health. Best of all, our new beverages offer incredible value, making it easier and more affordable to prioritize wellness every day.
When you were envisioning this summer lineup, which consumer trends/desires were top of mind?
We’re seeing a fundamental evolution in how zillennials [those on the cusp of millennial and gen Z] engage with food and it’s reshaping how we show up for them. This demographic isn’t just redefining what they eat, but how, where and why they eat. Understanding those nuances is critical to maintaining cultural and emotional relevance.
We are seeing zillennials move away from traditional three-meal structures and instead begin to embrace a snacking mindset, where snacks are no longer just snacks, but the main event. Mealtime has become more fluid, and so have the spaces where they eat, formal dining rooms are giving way to couches, desks and outdoor spots, reflecting a more casual, on-the-go lifestyle.
READ: What Canadians are seeking when reaching for the snack drawer
Along with this behavioural shift is a deeper cultural and economic transformation. In a time when affordability carries more weight than ever, food has taken on a bigger role, it’s no longer just food to eat, but a daily source of joy, creativity and self-expression, and that’s what the Insiders Report is all about, bringing Canadians that value they are looking for.
As you’ll notice over the years, our campaign strategy had to evolve alongside our audience. We’re leaning into this moment by inviting Canadians to reimagine what food can be, not just what’s on the plate, but how it fits into their lives. From the way we introduce new products to how we craft experiences; we’re broadening the narrative. It’s about sparking curiosity through surprising and delightful moments, showcasing PC® food innovation in ways that feel fresh, inclusive and inspiring for every kind of summer lifestyle.
If you had to choose, what’s your favourite (new) summer PC product—or products?
When you’re so close to the product innovation it’s hard to choose just one product from the Insiders Report to love. Personally, I’m a firm believer that food is medicine, so I’m really excited about our new beverage line-up including our PC Cold Pressed Juices, PC Juice Shots and PC Sparkling Beverages.
I also need to say how incredibly proud of our entire team at Loblaw for bringing the products in the report to life two times per year!
