Metro Irresistibles Life Smart products win big at the 2014 DUX Gala


Montreal-based Metro Inc. said its line of Irresistibles Life Smart products won first prize in the Improved Food Product ? Large Company category at the 2014 DUX Gala, held Jan. 30 at the Montreal Science Centre. The line of some 300 Irresistibles Life Smart products set itself apart thanks to its appeal to foodies and focus on offering shoppers the ability to eat healthfully every day at affordable price, the company said.

“As part of our corporate responsibility approach, we made a commitment to offer 400 Life Smart products by the end of 2015. Receiving this wonderful recognition from the milieu encourages us to continue to do everything in our power to satisfy our customers who want to eat better at a reasonable price,” said Marie-France Gibson, vice-president, corporate brands, Metro. “By making healthy products more appealing, easy to understand and more financially accessible, we are helping to make the customer’s choice evolve.”

Healthful eating made easier

The Irresistibles Life Smart line was created to combine healthful eating and tasty pleasures. Each product’s goal is to target one to three specific attributes that contribute to healthful eating habits, ranging from lower sodium to high fiber content. The line also meets needs related to allergies such as gluten sensitivity, or to pathologies associated with eating such as cholesterol. And none of the products contain trans fats, artificial flavoring or coloring, Metro said.

Irresistibles Life Smart products are marketed in all Metro and Super C stores in Quebec as well as proximity banners, and can be found in every section of the store, the company said. They are in line with one of the four commitments included in the My Healthy Plate with Metro health approach, launched in October 2013, making it easier to access affordable healthful products.

This is the second time that Metro won a DUX award. Last year, Metro's Green Apple School Program took top honors in the Communications category, the company said.