Commensal Updates Its Look And Makes An Important Change In Its Business Development

Tuesday, April 01, 2008

Commensal is taking advantage of the official opening of its brand-new restaurant, situated at the Faubourg Boisbriand, 3470 Avenue des Grandes Tourelles, to introduce its refined, vibrant, lively new image and its new interior design. This important update is the first step in a major overhaul started a year ago in anticipation of increased development of the chain and its products, which will involve investments of between $5 million and $10 million in coming years.

Nutritious, ethical, organic, and conscientious, the Commensal brand targets consumers who are convinced that their health starts with what they eat. The new image, a perfect match with the Commensal philosophy, features original ingredients with little processing, and always very natural. Bright, invigorating, stimulating colours are harmonized around a strong signature with a significant message: Commensal, Taste Life! In addition, to strengthen and personalize this new image on the advertising level, Commensal has recruited Josée Lavigueur. A very active woman who is well known in the physical activity and health field in Quebec, Ms. Lavigueur will bring credibility and visibility to Commensal's commercials Boisbriand, home of the new Commensal restaurant concept All of the changes made to the brand are being introduced in the new Boisbriand restaurant, which features a trendier, friendlier ambience. The customer pathway has been completely rethought in terms of the self-serve (or buffet) format that Commensal customers know and appreciate. Customers will continue to be in charge of their comings and goings, but they will find more in the restaurant. New functionalities and the addition of products and services, including a wine bar (offering some organic wines) and filtered water and carbonated water servers, are among the novelties. The architecture and design firm LEMAYMICHAUD was chosen to design the new Commensal restaurant.

Grocery products In coming months, all of the Commensal packaged products available in the prepared and frozen foods sections of supermarkets will also feature components of the new brand. The new packaging will be highly visible to consumers. The most important nutritional values will be found on top of the packaging.

Accelerating growth and development The Commensal brand, with solid recognition in Quebec, will reach new peaks in the coming years, establishing itself as the reference in health food. "People who want to eat healthy will know, beyond a doubt, that our foods are good for them, that the brand has integrity, and that the ingredients are authentic and delicious," noted Pierre Marc Tremblay, president of Commensal. "Almost $10 million will be invested in the next three years to develop the chain, notably with regard to the updating and standardization of the existing restaurants with the new image, development of new products, and expanding distribution." The company plans to increase the number of restaurants both in and outside of Quebec over the coming years. Other projects are under study in order to make Commensal products accessible to as many consumers as possible. A research and development centre is also being set up within Commensal's plant in Broisbriand, where a team of nutrition experts will be working full time to develop new restaurant dishes and food products while innovating with regard to ingredients with the goal of helping to develop high-quality, healthy foods.

About Commensal Commensal is a real pioneer in the vegetarian restaurant sector and healthy prepared foods in Quebec. With its Ready-to-eat-well ™ approach, Commensal offers 7 restaurants (6 in Quebec and 1 in Ontario), a line of products for food services, and almost 50 prepared foods sold under the CommensalTM brand in some 800 points of sale in Quebec. Designed for the pleasure of eating healthy, Commensal products, in addition to being vegetarian, are cooked with selected ingredients with no artificial trans fats, preservatives, or artificial colorants or flavours. The company uses only GMO-free ingredients, thus meeting the criteria required by organic certification. All Commensal soups, frozen foods, seasoned vege meals, and spreads have been approved by the Heart and Stroke Foundation of Canada's Health CheckTM program. The packaging is made from 100% recycled paper. The company, verified by Ecocert Canada, meets the needs of consumers concerned with healthy nutrition. For more information on Commensal, visit www.commensal.com

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3737, boulevard Grande-Allée
Boisbriand, QC

Phone: (450) 979-5772

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