It is a small silent revolution that is preparing on the orange shelves. Migros plans to reduce its own marks portfolio by 2030 by a third party, according to the “NZZ AM SONNTAG”. Currently, more than 150 homemade brands are sharing the linear. By 2030, around fifty of them will disappear, deemed too little known or superfluous.
The distributor will launch instead a new shade brand simply called “Migros”, which will bring together these products. The goal is to gain clarity, consistency and efficiency, both for customers and for logistics. The most popular brands like M-Budget, Frey, Blévita or Farmer will continue to exist. But many discreet labels, often ignored by the general public, will be absorbed.
The process will be progressive until 2027, the time to sell existing packaging. Migros does not yet specify which exact lines will be affected, but confirms that no strong range will be abandoned. This restructuring also aims to strengthen Migros identity in an ever denser competitive environment.
