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Nofrills introduced some highly innovative retailing concepts to Canadian consumers. While most grocery stores carried thousands of items, that first nofrills featured only 500. And many of the products were themselves no frills, namely no name, the line of generic products launched by Loblaws just months earlier. With their distinctive yellow packaging, bold lettering, and low prices, no name was proving a big hit with consumers. "They're a lot cheaper than name brands, most of them are just as good and some of them are even better," commented one Toronto shopper.
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