President’s Choice gets in on the bacon-everything trend with the new, upscale Black Label line

Loblaws is set to launch a line of gourmet products meant to compete with the likes of Pusateri’s or Mark McEwan’s grocery store McEwan, the auspiciously named President’s Choice Black Label. Indeed, they’re working with Toronto chefs like Marc Thuet and Anthony Walsh and macaron pushers Bobbette and Belle to introduce a tasting menu based on the products to 40 or 50 food writers and “influencers” at Parkdale’s Neubacher Shor Contemporary gallery on September 22. We got a sample at this week’s TIFF Tastemakers gifting lounge at the Intercontinental, where celebs were offered ginger-spiced chocolate, hickory-smoked olive oil, sweet chipotle dip and bacon marmalade.

According to a piece in the Toronto Star, the line will launch with about 200 items and appear at 140 select stores in Ontario and Quebec, with more coming in December. Priced from $1.99 to $24.99, the items are meant to sell for a lot less than they might in specialty gourmet stores. The Star interviewed Jeff Doucette, a principal in the consulting firm Sales Is Not Simple, who explained “Yes, there’s a debt crisis in Greece. But if this truffle aioli whipped dressing is cheaper at Loblaws than at my favourite gourmet store, I don’t have to give up great-tasting food, just because I’m a little over-invested in European mutual funds.” We might not be over-invested in European mutual funds, but we’ll still take that truffle aioli whipped dressing.

• Loblaws gambles on luxury food line [Toronto Star]