Parent Company: Loblaw Companies Limited
Brand Value: $393 million
Headquarter City: Toronto
YoY Change: NEW
Year Formed: 1978
No Frills opened its first store in 1978 in East York, Toronto. Early on, the brand offered an extremely limited selection of goods at deeply discounted prices and basic, no-frills customer service. While the discounting continues and is greatly appreciated by its customers, the store now offers a much more conventional selection of goods, including meats, seafood, frozen products, and fresh vegetables. It sells its popular No Name line of value products as well as Loblaw’s President’s Choice offerings. Much of the original experience, however, endures with customers still bringing their own bags and packing their own groceries. The brand is also known for its imaginative and expressive marketing.