Press Releases

Canadian Retailer Raises the Bar with New Chocolate Line

Nov 8, 2007

Shoppers Drug Mart® launches Le Chocolat™ premium, imported

TORONTO, Nov. 8 /CNW/ - Shoppers Drug Mart® has once again raised the
bar in Canada's retail landscape by introducing a unique line of imported
Belgian chocolate in time for the 2007 holiday season.
Known for its comprehensive range of private label Life Brand®
products, Shoppers now launches the exclusive Le Chocolat™ line, giving
Canadian consumers premium, imported products at a less-than-premium price
available only at Shoppers Drug Mart.
"Canadian consumers are becoming chocolate connoisseurs," says Luchien
Hoving, Vice President, Corporate Brands, Shoppers Drug Mart. "They are much
more knowledgeable and are proactively seeking products of higher quality. One
would expect to see the caliber of Le Chocolat only in specialty shops at
upscale prices, but Shoppers is proving that you don't need to sacrifice
quality for reasonable prices."
Shoppers Drug Mart conducted research on chocolate from different parts
of the world before deciding upon Belgium chocolate for its unique flavour and
rich, creamy texture. Le Chocolat products use only real cream and butter as
well as an assortment of real fruit and nuts, among other ingredients, and
contain no hydrogenated fat. The new line includes four individual,
freely-poured chocolate slabs and a variety of attractive boxed collections
containing beautiful, hand-decorated chocolates.
Le Chocolat slabs are decorated with real fruit and mixed nuts and are
available in four flavours: Milk Chocolate with Fruit and Nuts (96g);
Raspberries & Crème (85g); Milk & Dark Chocolate with Mixed Nuts
(half-and-half; 96g); Milk & White Chocolate with Strawberries (half-and-half;
85g). Individual slabs retail for $4.99, with a 275g three-pack for $12.99.
Le Chocolat collections contain meticulously hand-decorated chocolates.
"Each piece is handcrafted by highly-trained employees that undergo at least a
month of training to obtain the perfect technique and art of decorating the
chocolates by hand," says Hoving. The collections are beautifully presented in
stylish, attractive packaging that utilizes a variety of trendy colour
schemes. The collections include three nine-piece boxes and an 18-piece
Signature Collection, retailing for $9.99 and $16.99 respectively.
All Shoppers Drug Mart Le Chocolat and Life Brand products include a
full, money-back guarantee.

Shoppers Drug Mart Corporation is one of the most recognized and trusted
names in Canadian retailing. The Company is the licensor of full-service
retail drug stores operating under the name Shoppers Drug Mart (Pharmaprix in
Québec). With more than 1,000 Shoppers Drug Mart and Pharmaprix stores
operating in prime locations in each province and two territories, the Company
is one of the most convenient retailers in Canada. The Company also owns and
operates 60 Shoppers Home Health Care stores, making it the largest Canadian
retailer of home health care products and services.

For further information: visit, or contact: Sherry Lawlor, LexPR Canada, (416) 542-9140, ext. 3366,