Well into the 1970s, the company continued to sell assets to shore up its balance sheet. In 1978, both Loblaw and George Weston Limited returned to profitability and in 1980 Weston's showed record earnings of $76 million on sales of $6 billion.
In March 1978, Loblaw launched "No Name", a line of 16 generic products in simple black and yellow packaging with advertised savings of 10 to 40 percent over the national brands. Within weeks, some no name items had sold out. Months later, the company opened its first No Frills store, featuring no name, along with a limited selection of 500 items at discount prices. Consumer response was so favourable that it began converting older, more marginal stores to No Frills outlets.