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Migros Streamlines Brands: Cutting Back to 100 by 2030
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Swiss retail giant Migros is set to significantly reduce its portfolio of own brands, aiming to cut the number from over 150 to approximately 100 by the year 2030. This strategic shift, confirmed by Migros, will see a consolidation under the core “Migros” brand, impacting how consumers recognize and purchase their favorite products. The move comes as Migros seeks to simplify its offerings and strengthen its primary brand identity.
Migros Brand Overhaul: What You Need to Know
The decision to reduce own brands doesn’t mean products will disappear from shelves. Instead, many will be rebranded under the main “Migros” label. This initiative aims to create a more unified and recognizable brand presence. According to a report in the NZZ am Sonntag, about one-third of the current own brands will be phased out.
Did You Know? Migros previously reduced its brand count from 220 to 150, but that primarily affected non-food items.
Iconic Brands Likely to Survive
While the future of some brands remains uncertain, Migros has hinted that established and popular brands are likely to be spared. These include:
- Farmer
- Blévita
- Chocolat Frey
- M-Budget
- Seehund Glace
- ICE TEA
These brands have strong consumer recognition and are considered key assets for Migros.
the Fate of M-Classic
The future of the M-Classic line is less clear. Migros has stated that the brand expansion will occur gradually and has declined to comment on specific lines or schedules. However, the company has already begun to implement the new branding on some products, such as lentil chips previously sold under the YouU range.
Timeline and Impact
Migros plans to complete the brand reduction by 2030. This gradual approach will allow consumers to adapt to the changes and minimize disruption. The company hopes that the streamlined brand portfolio will lead to greater efficiency and brand recognition.
pro Tip: Keep an eye out for your favorite Migros products as they transition to the new unified branding.
