Migros to add more brands

- Last updated on GMT

Related tags: Brand management, Migros

Migros, the Swiss co-operative retailer, has announced that it is
to extend the range of branded food and non-food products it sells
to include some of the biggest names in the consumer goods
industry.

Migros, the Swiss co-operative retailer, has announced that it is to extend the range of branded food and non-food products it sells to include some of the biggest names in the consumer goods industry.

From next month, the company will complement its extensive range of own label products with a number of others produced by major suppliers, although it stressed that it would also continue to extend the range of goods produced under its own brand name.

The company​ said that its own research showed that consumers wanted to see a number of well-known brand names when they shopped at Migros. The company already successfully introduced breakfast cereals from Kellogg and potato chips from Swiss producer Zweifel last year, and has now drawn up a new list of 'must-have' brands which will hit the shelves next month.

These include mineral water brands San Pellegrino and Contrex, Nestle baby and infant foods, Red Bull energy drink, Elmex and Meridol toothpaste, Nutella chocolate pralines, Ferrero chocolate bars for children and L'Oreal and Garnier body care products.

"Migros customers can now choose between a strong Migros own label product and another well-known brand,"​ the company said in a statement.

But it added: "Adding to the Migros range of products with a handful of branded items will remain the exception, both now and in the future, because Migros is determined to maintain its market leading position when it comes to price - which can best be achieved through offering quality own label products."

Related topics: Market Trends

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