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Sobeys is taking mealtime stress off Canadians’ plates

Sobeys’ new EASY MEALS provides Canadians with economical and wholesome heat-and-serve and cook-and-serve meals

TORONTO, Sept. 28, 2017  – Sobeys is simplifying mealtime for Canadians with the launch of EASY MEALS, a line of pre-packaged meals, prepared in-store in the Seafood, Meat, Kitchen and Deli departments.

Perfect for Canadians of all ages, from students missing home-cooked meals, to seniors, empty-nesters and busy young families, EASY MEALS takes the guess work – and work – out of mealtime. With dozens of delicious recipes ready to be enjoyed at Safeway and Sobeys stores across the country, these in-store prepared meals will save Canadians valuable time while preparing dinner, without compromising on quality or taste.

“We’re taking the stress and hassle out of mealtime by providing Canadians with wholesome, convenient and affordable meal options, right when they need them, in the departments they’re familiar with,” says Richard Allardyce, Senior Director, Home Meal Replacement (HMR).  “We’re incredibly proud and excited to be bringing these meals to Canadians’ tables nationwide.”

EASY MEALS include a variety of meat and seafood selections with pasta and veggie sides, served in ready to “heat and serve” and “cook and serve” formats – no chopping, slicing or seasoning necessary; and best of all, no cleanup work required.

The project has been more than a year in the making and takes inspiration from international retailers, as well as insights from Sobeys customers and internal analytics teams. The new initiative also comes at a time when Sobeys is strengthening its business offering, providing diversified products and services to meet the changing needs of the industry and its customers.

“What’s exciting about EASY MEALS is that in addition to directly addressing our consumers’ needs, it also reflects how we are growing and diversifying our business,” says Bryon Feener, Senior Director, Commercial Programs – Meat & Seafood. “We’re working in unison with our various departments and vendors to provide a consistent offering for customers coast to coast. The result is an affordable and quality solution for Canadians who are in a mealtime-pinch.”

With continually evolving, chef-inspired recipes that are seasonally relevant and always on trend, the EASY MEALS launch will be supported by an extensive marketing program which includes in-store, direct-to-consumer initiatives and a dedicated ad campaign across owned and digital media.

Consumers can find EASY MEALS in their local Sobeys and Safeway stores, in the meat, seafood and kitchen departments. They can also visitsobeys.com/easymeals or safeway.ca/easymeals to find out more.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians since 1907. A wholly-owned subsidiary of Empire Company Limited (TSX: EMP.A), Sobeys owns or franchises approximately 1,500 stores in all 10 provinces under retail banners that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawton’s Drug Stores as well as more than 350 retail fuel locations. Sobeys, its franchisees and affiliates employ more than 125,000 people. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.


SOURCE Sobeys Inc.

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