Imperfect or misshapen produce is coming to a store shelf near you as Loblaw moves to make healthy, affordable food accessible to more Canadians.

The imperfect produce will hit the shelves at Real Canadian Superstore’s, Your Independent Grocer, and select no frills locations in British Columbia. On Wednesday the company made the announcement saying it will offer affordable, quality products under the no name label. The Naturally Imperfect line of fruits and vegetables will include apples and peppers at a cost up to 30 per cent less than traditional produce options.

Launched in March 2015 with apples and potatoes in Ontario and Quebec, the produce line can now be found in more stores across the country.

Photo Credit: Loblaw

"When it comes to produce, Canadians know that beauty is more than skin deep," said Ian Gordon, senior vice president, Loblaw Brands, Loblaw Companies Limited. "Our customers recognize they get the same flavour and nutritional benefits in spite of appearances. The positive response to our initial offering of apples and potatoes in Ontario and Quebec demonstrated the opportunity to expand the no name Naturally Imperfect line and offer more selection at a great price to more Canadian families."

Produce included in the no name Naturally Imperfect program was previously used in juices, sauces or soups, or may not have been harvested due to their small size. With this program, Loblaw Companies is working to ensure farmers have a market for smaller, misshapen fruit ensuring it does not go to waste.