President's Choice is the upscale private label brand of Loblaw Companies Limited, covering a wide variety of food, drinks and other products found, in Canada, only through Loblaw-owned or -supplied stores including Loblaws, Zehrs , Provigo , The Real Canadian Superstore and Atlantic Superstore. Some products were, at one point, available in a number of stores in the United States and may still be found there.

President's Choice (or "PC") products cover nearly every food category except most dairy and baked goods; in many such stores, the Nielson Dairy and/or Weston Bakeries divisions of Loblaw's parent company, George Weston, Ltd., fill this gap. While many store brands (including Loblaw's value brand No Name) simply provide low-cost versions of brand-name products, PC is known for its innovative products, particularly its quick-prepared meals, with new products featured regularly in a special chain-wide flyer known as the Insider's Report.

The brand is also regularly used as a "unity" brand across the various banners operated by Loblaw, instead of using the banners themselves, for such purposes as national advertising or in-store financial services operations (President's Choice Financial). It is arguably for this reason that Loblaw has not yet found a need to consolidate its multiple banners, as have many retail chains in similar situations.

They launched an "Organics" line of food, and recently "Blue Menu" frozen products.

External link

• President's Choice website