Dive Summary:

• Sobey’s has debuted a new mobile app service granting Canadian shoppers the ability to chart shopping trips and plan meals using their smartphone device.
• The mobile shopping app showcases a smart shopping list feature which allows items from Sobey’s weekly flyer to be easily added to a personalized digital shopping list created through the app.
• In addition, Canadian shoppers will be able to discover new grocery items, access cooking recipes and earn reward points from Sobey’s loyalty program – all through the new mobile app.

Dive Insight:

Sobey’s recently completed a $5.8 billion takeover of Safeway Canada in October and the new mobile app is likely an accompaniment to the transaction. "We know Canadians want to eat better, feel better and do better, and our new mobile app gives Canadians yet another way to discover and shop for affordable better food solutions — anytime, anywhere,” said Doug Brummer with Sobey’s. As Canada’s second largest food retailer, Sobey’s operates over 1,500 supermarkets in all ten Canadian provinces.