Irrésistible Brings Holiday Cheer to Toronto with Immersive Pop-Up Experience

The beloved Canadian private-label brand Irrésistible has spread holiday cheer with an immersive pop-up shop at Union Station in Toronto. It’s a festive destination ideal for last-minute gifting, holiday hosting, and stylish seasonal home décor inspiration.

From the moment you step inside, the space is styled like a modern, chic condo offering a warm, inviting atmosphere where shoppers can browse pantry-worthy products, explore thoughtful gifting options, holiday décor ideas, and pick up treats for holiday hosting. The 'kitchen' checkout area also provides special offers to redeem in-store and online.

“We feel such pride in being able to share our refreshed brand with consumers in a way that feels warm, joyful, and genuinely useful for the holiday season,” said Mathieu Robitaille, senior director of marketing for Metro Ontario Inc. “The space reflects how far Irrésistible has evolved. A modern, inspiring way to discover great-tasting products, thoughtful gifting ideas, creative touches for holiday hosting, all brought to you in the heart of downtown Toronto.”

Visitors will have the chance to sample new and holiday-themed items from the Irrésistible line up. Plus, every day there will be a different full-size product giveaway. With something new to discover daily, the pop-up aims to offer a fresh, engaging experience for both new and loyal shoppers.

Irrésistible, the private-label brand available at Metro and its banner Food Basics in Ontario, is all about elevating everyday food moments. Reimagined in late 2024 with a bold new visual identity and renewed focus on quality, the brand now features roughly 1,335 products and brings seasonal excitement to everything from pantry staples to indulgent desserts. With the new pop-up, Irrésistible is showing up in fresh and unexpected ways, transforming from grocery aisles into a holiday destination where customers can feel festive, inspired, and ready for holiday entertaining or gift-giving.

The pop-up shop is designed, produced and executed by Proof Experiences, including creative concept, store design, store operations, staffing and influencer management.