Following a similar move by Tesco in the UK, grocer Loblaw - whose chief operating officer Dalton Philips has just been revealed as Marc Bolland’s replacement as chief executive of Morrisons in the UK - has launched a new line of discount brands in Canada.

The range features category-specific brands such as Bijou (frozen juice), Terra (canned vegetables), Cercle (mayonnaise) and Du Matin (jam), according to reports in the local press.

The pricing structure of the new line is very similar to Tesco’s, with the new brands priced higher than its pre-existing value line but below the national brand equivalent.

The discount brands can be found in Loblaw’s No Frills discount stores.

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