Sobeys - Private Label Brands

Private Label Brands

The Sobeys private label lineup has carried several names. Initially it was known simply as Sobeys; by the mid-1990s it had been renamed Our Best. After its purchase of Oshawa Group, Sobeys dropped Our Best in favour of Oshawa's Our Compliments brand.

In 2005, Sobeys shortened the name to Compliments, dropping the "Our". At the same time, it expanded the brand's product lineup to make it more comparable to competing private labels such as Loblaw's President's Choice brand.

Compliments is currently divided into several sub-brands:

  • Compliments (by itself) is used to denote products comparable with national brands.
  • Premium-tier products are part of the Sensations by Compliments label which was introduced in November 2005.
  • Compliments Balance is a line of health-conscious products which are evaluated by the Heart and Stroke Foundation, based on Canada's Food Guide, and bear the Health Check symbol.
  • Organic foods which are certified by Quality Assurance International are offered under the Compliments Organic label.
  • During the Christmas season, from November to early January, special products are sold under the Compliments Collection (previously Compliments Seasonal Collection) name.
  • Compliments Green Care, a line of "eco-friendly" household products, was introduced in 2009.

From 2007 to 2010, Sobeys also offered Compliments Junior, a line of Health Check-certified products aimed at children and co-branded with The Walt Disney Company.

In late 2009, lower-price store-brand products were transitioned from Compliments Value to the Signal brand, originally used by Sobeys in the 1990s for a similar range of products. After the Oshawa Group merger, Sobeys had switched to Oshawa's Smart Choice label, and later to Compliments Value.

Private-label soft drinks are branded Big 8 in Atlantic Canada. Elsewhere, soft drinks bear the Compliments brand.

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