The dominance of private labels is part of Migros' brand DNA. It stems from the founding idea of Gottlieb Duttweiler, who wanted to build a direct bridge from producer to consumer and thus be able to offer the most important products almost 40 percent cheaper.
The own brands are advertised like branded products. As Swiss products, they exude a high promise of quality. Through consistent management and development, some of Migros' own brands have achieved cult status, such as the cream ice cream with the animal figures or, of course, Chocolat Frey.
But now the flagship own brand Chocolat Frey will soon be france rcs data sharing its shelf space with Lindt products. How does that work? Die-hard Chocolat Frey and Migros fans cannot understand this and it is already being discussed critically in online forums. Migros' clear focus on its own brands helps differentiate itself from its main competitor Coop. Both Migros and Coop have loyal fans and they either fall into one camp or the other ("Migros child" or "Coop child"). By introducing other branded products such as Lindt, Migros is now apparently trying to break customers' ties to its competitor and increase the glamour factor in the chocolate sector.