Sobeys Introduces Signal Brand

MISSISSAUGA, Ontario — Canadian grocer Sobeys has launched Signal, a value-tier private brand including staples like fruit jams, maple syrup, plastic cutlery and napkins.

"Signal offers our lowest prices on-shelf for everyday essentials across all of the key food, household and cleaning product lines," said Belinda Youngs, chief marketing officer for Sobeys, in a statement.

Last year the chain announced plans to replace its 1,000-item Compliments Value line with a better-defined selection of 250 Signal products. The switch is part of a move toward more premium choices, and an expansion of Sobeys' premium Sensations line from 150 items to 1,000.

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