Re-engineering the recipe box for the digital age

Loblaws logoIntelliware fully bakes the President’s Choice® cookbook app.

Loblaw Companies Limited is Canada’s largest food distributor and a leading provider of drugstore, general merchandise, and financial products and services. The grocer delivers a wide, growing, and successful range of products and services to meet the everyday household demands of Canadian consumers. President’s Choice®, Loblaw’s own brand, offers unique or superior products that provide better value to shoppers.


Loblaw has a reputation for innovation and making life easier for its customers. The company wanted to reinforce its industry leadership position by adding a new channel to engage shoppers offering its collection of over 700 recipes on Loblaw wanted an easy-to-use, interactive iPad® application that would become a must-have kitchen tool for busy households.


Intelliware started by defining the mobile application strategy for the President’s Choice cookbook. Intelliware rapidly constructed a prototype demonstrating the core functionality and design. Once approved, Intelliware built and launched the application on the App Store.

Intelliware delivered the President’s Choice Recipe Box, an engaging, simple, and intuitive application. Designed to take full advantage of the iPad device and features, it makes using the recipes easy and fun. Vivid imagery, video, multiple ways to search and discover recipes, and the ability to save and share favourites all contribute to an exceptional branded experience for consumers. Intelliware provided a comprehensive, end-to-end solution, including the strategy, roadmap, design, usability, development, launch, marketing support, and metrics. The application integrates with the back end to showcase President’s Choice recipes and links to Loblaws customer service and support.

Within 24 hours of its release, the President’s Choice Recipe Box iPad app hit top iPad app position in the App Store and remains popular.