Sobeys

Sobeys

November 10, 2005 10:26 ET

SWEET, SAVORY, SINFUL … SENSATIONAL!

INDULGE THIS HOLIDAY SEASON WITH SOBEYS' NEW COMPLIMENTS SENSATIONS AND COMPLIMENTS SEASONAL COLLECTION Attention: Assignment Editor, Food/Beverage Editor, Lifestyle Editor, News Editor MISSISSAUGA, ON --(CCNMatthews - Nov. 10, 2005) - Treat your family to Hickory Smoked Honey Ham, impress your guests with Rustic French Baguette Artisan Bread dipped in Flame Roasted Red Pepper Tapenade and spoil yourself with Four Chunk Brownie Cookies. This holiday season, Sobeys is turning any occasion into a celebration with the introduction of Compliments Sensations, the premium and third tier in its private label brand Compliments. Inspired by fine international cuisine and the best tastes of home, Compliments Sensations has everything from gourmet hors d'oeuvres to decadent desserts and everything in between for your affordable indulgences.

Compliments Sensations is launching with more than 50 unique and exclusive creations - all tested and approved by the Compliments Culinary Centre at George Brown College - for on-the-go, budget conscious Canadians who crave extraordinary taste and refuse to sacrifice quality for convenience. The key to flawless holiday entertaining, Compliments Sensations lets family and friends know you care by serving something special. Hostesses can stock up on Vanilla Almond Biscotti and French Vanilla White Hot Chocolate to serve when neighbours stop by for coffee or pick-up some Asian Shrimp Crisps and many other hors d'oeuvres to have on hand the next time their in-laws arrive for an unexpected visit.

"The holiday season is a busy time for everyone, but that doesn't mean you have to sacrifice taste or quality when entertaining," said John Higgins, Executive Chef, Compliments Culinary Centre. "Compliments Sensations products make shopping easier and entertaining more fun and because every product in the Compliments Sensations line is prepared with the finest ingredients and must have the Compliments Culinary Centre seal of approval, your guests are guaranteed to be impressed."

Holiday Helper
To help make the holiday season even more special, Sobeys is also introducing the Compliments Seasonal Collection. From buttery shortbread and gingerbread houses to irresistibly delicious cheeses, chocolates, coffees and cakes, Compliments Seasonal Collection is full of Canadian-made goodies and European delights exclusively for the holidays - and when they're gone, they're gone.

"Everyone wants to entertain with great food that their guests will love, but not everyone has time to make food from scratch or the money to spend on gourmet foods," said Belinda Youngs, Executive Vice President and General Manager, Consumer Brands and Innovation, Sobeys Inc., "With Compliments Sensations and Seasonal Collection, time-pressed Canadians can get exclusive and delicious, premium food items at affordable prices."

Sobeys' Compliments Sensations and Seasonal Collection products are now available across Canada at Sobeys, IGA extra, IGA, Foodland, Commisso's and Price Chopper stores. More information on the complete Compliments line can be found at www.compliments.ca.

About Compliments
With the 2005 launch of Compliments, Sobeys' private label offering, the company is inspiring Canadians every day with better food choices and ensuring that Compliments represents the best combination of quality, price and product performance - made easy. Nothing else will do.

Compliments is unique in Canadian food retail as it comprises three tiers under one brand. Compliments Value gives customers the best possible retail price product assortment, delivering acceptable quality that parallels the taste and performance profiles of competitive product lines. Customers who appreciate the quality of the National Brand category leader, but are looking for greater value for their overall food budget look to the Compliments Selection tier for trustworthy quality, value and selection. Compliments Sensations is all about everyday affordable indulgence and it is comprised of the most innovative, exclusive, unique and mouth-watering food experiences.

About Sobeys Inc.
Sobeys Inc., (TSX: SBY) headquartered in Stellarton, Nova Scotia, is a leading national grocery retailer and food distributor. The Company owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA extra, IGA, Commisso's and Price Chopper. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders. More information on Sobeys Inc. can be found at www.sobeys.com.

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/For further information: Linsey Nogueira
Ketchum Public Relations
Tel. (416) 544-4907
linsey.nogueira@ketchum.com/ IN: FOOD

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