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Press release from CNW Group

SOBEYS OFFERS MOM A HELPING HAND THIS HOLIDAY SEASON

Wednesday, December 08, 2010

SOBEYS OFFERS MOM A HELPING HAND THIS HOLIDAY SEASON07:00 EST Wednesday, December 08, 2010Survey reveals moms looking for meal solutions to delight guestswithout spending more time in the kitchenMISSISSAUGA, ON, Dec. 8 /CNW/ - While family time and sharing great food experiences peaks during the holiday season, a new survey shows that Canadian moms crave ways to spend less time in the kitchen.According to a survey by Leger Marketing, Canadians want to surprise (86 per cent) family and friends with great new dishes, while also spending less time preparing (89 per cent) so they can focus on enjoying their guests this holiday season."It's all about the love of great food and how important it is for the holiday season to be about celebrating with family and friends, rather than slaving away in the kitchen," said Belinda Youngs, chief marketing officer for Sobeys Inc.That's where Sobeys comes in. The holiday edition of Inspired magazine (www.inspired.ca), available in Sobeys, Foodland and IGA stores, offers seasonal recipes to add new, yet easy twists to traditional holiday fare. Inspired invites moms to wow family and friends with recipe ideas like a delicious appetizer of Sweet Chili Shrimp on Endive Spoons; a Spice-Rubbed Turkey with Balsamic and Thyme Gravy; Mini Potatoes with Cranberries and Pecans; and Cumin and Honey Carrots.  For a decadent finishing touch, try a sweet treat such as Chocolate Chip Cheesecake Truffles to leave guests raving about the feast well into the New Year.Additional Survey Highlights:Recipes and dishes that are easy to prepare top the list of would-be holiday entertaining stress-busters (52 per cent);Moms would also like to see easier meal ideas, while half of moms (45 per cent) said they would like more help in the kitchen;Younger moms are more interested in trying something new and feel their families are more likely to enjoy a change;Most Canadian mothers said they expect to spend nearly two-thirds of a day cooking meals and nearly nine hours grocery shopping during this holiday season;On average, most moms host two parties and cater to about 16 guests during the holidays;Moms said that they spend more time planning menus, shopping for food and cooking meals than any other holiday task, such as decorating, gift buying or wrapping presents."We want to inspire and introduce fresh, new holiday dishes that can be made without sacrificing time with our families, and that are sure to become family favourites," Youngs said.  To help moms get out of the kitchen and enjoy the holidays, Sobeys shoppers will find a wide array of entertaining-themed Compliments products in store this season.  Start the party off with a selection of easy appetizers like Sensations by Compliments Phyllo Blossom Collection, blending cream and ricotta cheeses and finished with three different fresh, natural ingredients toppings. There's no thawing required with the cook-from-frozen Compliments Butter Basted, Young, Grain Fed Turkey and when paired with Compliments Turkey Stuffing Mix, Gravy, Cranberry Sauce and Au Gratin Scalloped Potatoes, mom is sure to be hailed a holiday hero. For dessert, it's possible to offer guests a hand-made treat with Granny Smith apples, authentic, buttery pastry and creamy caramel sauce in a fraction of the time it would take to make it from scratch with the Sensations by Compliments Tarte Tatin. These are just some of the time-saving offerings Sobeys has to help take the pressure off this holiday season.For more information please visit www.sobeys.com, www.compliments.ca, or Sobeys on Facebook at http://www.facebook.com/Sobeys.  About ComplimentsLaunched in 2005, Compliments, Sobeys Inc.'s private label offering, represents a winning combination of quality, price and exceptional food experience for shoppers. This is achieved through innovative practices such as Sobeys' Sensory Taste Panel made up of everyday consumers trained to develop and assess each new Compliments product brought to market.The Compliments portfolio includes Compliments, Sensations by Compliments, Compliments Balance, Compliments Organic, and Compliments GreenCare. The entire Compliments line boasts more than 5,000 products and can be found at Sobeys, IGA extra, Thrifty Foods, IGA, Foodland, FreshCo, Price Chopper, Marché Bonichoix, and Les Marchés Tradition banners. More information on Compliments products can be found at www.compliments.caAbout Sobeys Inc.Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as well as  Lawtons Drug Stores. 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.sobeyscorporate.com.Conducted for Compliments, Sobeys Inc.'s private label offering, the data was gathered from June 22nd to June 29th, 2010 through Leger Marketing's Web panel. A representative sample of 1550 Canadian mothers was surveyed.  The margin of error is ±3.4 percentage points, 19 times out of 20.For further information: Media contact: Lisa Gilbert Fleishman-Hillard Canada 416-645-3658 Lisa.Gilbert@Fleishman.ca