In 1978, at a time of rampant food price inflation, Loblaws unveiled a new line of 16 generic "no-name" products. Sales proved stronger than anticipated and within a year the number of No Name product offerings had increased to over a hundred. Months later, the first "no frills" store was launched, which featured No Name and a limited selection of 500 discount items. Two more Toronto area stores follow within a few months. The No Name line continued to grow and gourmet items were even added to the generic line-up. Then, in 1984, Loblaw launched President's Choice, a premium line of private label items, with each product personally endorsed by Loblaws president Dave Nichol and promoted in the popular advertising supplement Dave Nichol's Insider's Report. No name and President's Choice products would go on to account for 25 percent of the company's domestic grocery sales or double the industry average.