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Dairy companies hope Canadians will scream for low-calorie ice cream

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Aleksandra Sagan, The Canadian Press


Published Sunday, January 6, 2019 10:16AM EST

An influx of low-calorie, low-sugar ice cream hit Canadian grocery store shelves last year in bright packages that put the calorie count front and centre as producers try a new strategy for the beloved guilty pleasure.

While the ice cream industry may be declining in this country, experts and industry insiders believe companies serving less sinful scoops may have found a niche product that appeals to health-conscious consumers.

In March, the first pints from Los Angeles-based Halo Top Creamery went on sale in Canada. The company brought only half of the 24 dairy flavours it sells in the U.S., including birthday cake, and pancakes and waffles. A few months later it introduced four of its 14 American dairy-free pints. In September, it added a limited edition pumpkin pie — the company’s first seasonal flavour in Canada.

“With the demand that we had and the proximity, we thought it made a lot of sense to start in Canada as we look to expand internationally,” said president Doug Bouton, adding a Canadian expansion was the no. 1 consumer demand.

Also in March, Montreal-based CoolWay started selling its rebranded low-calorie ice cream in grocery stores. The company, previously named CoolWhey, sold high-protein ice cream in gyms and supplement stores before realizing more opportunity lay outside the gym rat niche. It created a new recipe and plastered the calorie content on its bright blue pints. The eight flavours range between 280 calories at the lowest for vanilla bean and 390 at the highest for the seasonal special gingerbread cookie.

“It didn’t make sense to be in grocery stores for like just a few people who really look for protein. So, in order to capitalize on a bigger market, our only option was to go after the calorie trend,” said marketing director and co-founder Benjamin Outmezguine.

The founding trio noticed the shift to low-calorie south of the border and decided to go after that segment in the Canadian market.

There’s an overall decline in the Canadian ice cream market. Revenue for the production industry fell at an annualized rate of 0.1 per cent between 2013 and 2018, according to estimates from a report by IBISWorld, a market-research firm. It anticipates 0.1 per cent growth between 2018 and 2023.

Low-sugar treats “absolutely” present an opportunity, said Joel Gregoire, an analyst with market research firm Mintel.

Creating an ice cream that is a bit more permissible to eat any time during the day, not just in the evening when tired adults look for a reward from a tough day, can be a way to drive sales, he said.

The products’ health claims can also alleviate people’s guilt about consuming snacks, he said, pointing to CoolWay’s 28 grams of protein per pint.

People are also increasingly looking for healthier options. Seventeen per cent of Canadians find low or reduced calories an important factor when choosing ice cream and 23 per cent want to try one high in protein, according to findings from an online survey in the company’s 2016 report on the country’s ice cream and frozen novelties market. Lightspeed GMI surveyed 2,000 Canadians 18 years or older.

“If you were to capture 17 per cent or 23 per cent of a market, you’d be doing pretty well for most companies,” said Gregoire.

He compares the niche to plant-based food offerings. The number of consumers interested in alternative protein may appear low, but big companies are watching the space as an emerging opportunity.

Ice cream for the health-conscious crowd is not necessarily new. Skinny Cow, for example, has been selling low-calorie ice cream in various forms since the 90s.

But those products were targeted more as a diet ice cream for women, he said. The company’s logo once featured a cartoon cow in a seductive position with a tape measure loosely wrapped around its trim waist.

What makes companies like Halo Top and Cool Way stand out is their focus on quality ingredients and indulgent flavours, while still managing to limit calorie and sugar intake, said Gregoire.

“The one thing that I think ice cream makers will never be able to sell is that this is purely a health food,” he said. “If you want to eat healthy, you’re probably going to look for kale or other foods.”

Even big, international brands are entering the space. Nestle recently launched its Goodnorth brand which makes four flavours ranging between 360 and 380 calories per pint — all with more than 20 grams of protein.

Both Halo Top and CoolWay see room for expansion in Canada and beyond.

Halo Top’s Bouton believes 14 dairy flavours and four to seven dairy-free will be the sweet spot for Canada, and the company is developing some uniquely Canadian ones it hopes to launch this year.

He wants to get the pints into even more grocery stores, as well as other channels, like convenience stores.

The company runs three scoop shops in Los Angeles, and depending on their success is open to testing the model in Canada.

CoolWay’s founders, meanwhile, also have plans for retail stores, said Outmezguine, as well as overseas expansion.

The company is looking at adding new flavours in 2019 and making their product available in more stores, he said.

“We have a lot of plans and we want to expand much more and we want to make CoolWay into a much bigger thing.”

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LIFESTYLES

As shopping habits change, Ottawa targets credit card swipe fees

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The federal government is taking aim at credit-card transaction fees as shifting shopping habits resulting from pandemic lockdowns have substantially driven up costs for many small merchants.

The budget released this week promises the government will launch consultations aimed at lowering the average charges — known as interchange fees — paid by merchants every time a customer pays with a credit card.

Though federal officials plan to engage with stakeholders, including credit-card issuers and merchants, about possible changes, Monday’s budget also raises the threat of legislation to regulate fees “if necessary.”

This is the third time in less than seven years that the federal government has pressured credit-card companies to lower transaction fees, which vary between retailers, types of cards and payment methods. In 2014, there was an agreement reached with Visa Canada and Mastercard Canada to lower average fees to 1.5 per cent. Then in 2018 a five-year pact was struck that included voluntary commitments to lower average fees to 1.4 per cent, starting in 2020. (American Express struck a separate deal with Ottawa.)

But COVID-19 has rapidly altered consumers’ spending patterns, creating pressure to revisit that deal. Many of the interchange fees that were reduced applied solely to payments made in stores. As public-health restrictions have forced stores to limit access or close, fewer customers are swiping, tapping, or paying in cash. As a result, businesses are bearing the brunt of higher transaction fees charged for online purchases – unless they pass those costs on to customers by raising prices.

“The pandemic has been a huge driver of credit-card interchange [fees] as people have dropped cash and have moved online,” Karl Littler, senior vice-president of public affairs at the Retail Council of Canada, said in an interview. “It is a rapidly growing cost and was a rapidly growing cost even prior to the pandemic.”

The interchange fees paid by Christina Kotiadis, co-owner of Toronto gift store Lemon & Lavender, have gone way up during the pandemic. She built an online store for the first time to process e-commerce orders, and more customers who visit the store are tapping cards to make contactless payments. She also bought a mobile terminal to take payments anywhere in the store, or at the front door, which charges higher fees than the store’s plug-in terminal. For health reasons, she allows customers to pay with cards even for small purchases and absorbs the added costs.

“I refuse to raise prices. I don’t feel good about it. Everyone is trying to stay safe, and I don’t want to raise the fee because they don’t want to use cash,” she said.

Before the pandemic, about 60 per cent of payments at independent grocery stores were made with credit cards, and the rest with cash or debit cards, according to Gary Sands, a senior vice-president at the Canadian Federation of Independent Grocers. Now, more than 90 per cent of purchases are with credit cards as online ordering and curbside pickups become more popular, and the resulting interchange fees are adding up.

“It impacts prices, it impacts the ability of small businesses to stay in business,” he said.

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Ottawa considers taking action against ‘predatory lenders’

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Ottawa will consider lowering the maximum interest rate to stop the “predatory lending” of outfits that make high-interest loans, which anti-poverty advocates say have exploited Canadians during the pandemic.

In Monday’s budget, the federal government announced plans to launch consultations on lowering the “criminal rate of interest,” the maximum annualized interest rate for credit allowed under the federal Criminal Code.

For instalment loans — longer-term credit with high interest — lenders can charge up to 60 per cent annual interest under the usury rules.

Payday loans — high-interest loans that are typically due two weeks later — are exempt from federal rules under a 2007 amendment, if provinces have their own regulations for payday lenders, which all now do. 

Many low- or moderate-income Canadians rely on high-interest, short-term loans to make ends meet or for unanticipated emergencies, leaving them stuck in a cycle of debt, the budget states. 

Anti-poverty advocates have zeroed in on companies like Money Mart, Easy Financial, and Cash Money, accusing them of misleading advertising, not being forthright about the strings attached, and pushing borrowers to take out larger loans at the highest interest rates possible. 

They say the practices are continuing during COVID, when more Canadians than ever are facing financial hardship.

“They’re thriving, because they’re taking advantage of people,” said Donna Bordon, a member of the anti-poverty group, ACORN Canada. “People are afraid of losing their homes, so they borrow money from these places.”

The consultations are a “first step” in tackling predatory lending, Bordon said, adding she hopes they include more than industry representatives, who will sharply oppose any changes.

Despite low interest rates set by the Bank of Canada, poorer borrowers are more likely to lack the requirements to access safer loans from traditional banks. Instead, they seek quick cash from payday lenders, despite the risk of falling into debt they can’t escape.

In Ontario, for example, payday lenders can charge $15 in interest for every $100 over a two-week period — equal to an annualized interest rate of 391 per cent. 

Last July, the Ontario government capped the interest rate that lenders can charge on defaulted payday loans at 2.5 per cent per month. It also set a maximum fee of $25 that lenders can charge for dishonoured or bounced cheques, or pre-authorized debits.

In 2019, the Financial Consumer Agency of Canada found that two per cent of Canadians had taken out payday loans in the previous year. The percentage was even higher for Indigenous people, and low-income and single-parent households.

Last month, NDP finance critic Peter Julian tabled a private member’s bill to lower the maximum interest rate to 30 per cent, and to remove the exception for provinces that regulate payday lenders — measures ACORN supports.

The Canadian Consumer Finance Association, which represents payday lenders, said in a statement that while it’s still reviewing Monday’s budget, it’s opposed to lowering the interest-rate limit.

“Instalment loans are long-, not short-term loans, and they provide an important source of credit for many Canadians who cannot access credit elsewhere,” the organization said.

“Any reduction to the federal maximum interest rate will result in removal of access to credit for those Canadians with lower credit scores who previously qualified at the current rates. The government should not take any action that results in denial of credit to Canadians, or forces borrowers to access credit from illegal, unlicensed lenders.”

A survey of 376 ACORN members published by the group last February found 40 per cent of respondents were turned down by a traditional bank before taking out a high-interest loan. Seventeen per cent said they’re now unable to make repayments due to COVID-19.

The federal government should seek ways to provide alternative lines of credit to low-income Canadians, such as mandating banks to offer lower-interest loans, Bordon said.

Besides setting up a complaints process for consumer lending that’s stronger than the provinces’ systems, it should also consider postal banking for rural areas and small towns, she added.

The ACORN survey found that 70 per cent of its survey respondents had once turned to payday loans. Forty-five per cent had taken out instalment loans, an increase from a similar survey conducted in 2016, when only 11 per cent said they’d taken out such loans. 

ACORN represents low- to moderate-income Canadians. Sixty per cent of its survey respondents earn less than $30,000 a year.

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Federal budget 2021: Ottawa ties end of financial supports to completion of COVID-19 vaccination campaign

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The federal government will extend its business and income support programs until the country’s vaccination campaign is complete, but their subsidy levels will start to drop before the deadline for all Canadians to get their shots.

Finance Minister Chrystia Freeland’s budget, tabled Monday, sets Sept. 25 as the end date for the direct business and personal income supports the government introduced in response to the pandemic. That is in line with the end-of-summer deadline Prime Minister Justin Trudeau set for the completion of Canada’s vaccine rollout. It’s widely expected Canadians could also be sent back to the polls around that time.

The government proposes spending $15.1-billion more to extend the emergency support programs until September and create a new subsidy, which Ms. Freeland called a “lifeline” for Canadians and businesses in her speech to the House of Commons.

The budget also, for the first time, pegged the cost of Canada’s vaccine contracts at more than $9-billion; however, officials were not able to provide any details on that number, including how much has been already spent or allocated.

The Canadian Chamber of Commerce said it was encouraged by the extension of the business supports during the pandemic and cautioned against their hasty withdrawal. “The government must ensure that support is not being removed too early and that the level of support does not decrease too quickly,” president Perrin Beatty said in a statement.

On Monday, neither Ms. Freeland nor federal officials were able to explain why the Canada Emergency Wage Subsidy, the Canada Emergency Rent Subsidy, Lockdown Support and the Canada Recovery Benefit will all decrease before the vaccination program is expected to be complete. The government also did not say whether the decrease is based on metrics such as COVID-19 case counts or vaccination rates.

“No one knows for sure what the course of the virus and new variants will be, and that is why we are prepared to act further and to further extend the supports should the course of the virus require that,” Ms. Freeland said at a news conference.

The Canada Recovery Sickness Benefit and the Canada Recovery Caregiving Benefit are also set to end in September. If the pandemic gets worse, the government will introduce legislation that will allow it to extend those programs until Nov. 20.

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