Migros Ticino: fewer brands, more 'Migros' from 2025

Di Valerie Linc ·

The 'American Favorites' line is changing its name and appearance. By 2030, Migros will reduce its own brands from 250 to 80 to streamline its product range. There is no political connection, just a commercial strategy.

Contesto

As of March 2025, Migros Ticino’s ‘American Favorites’ product line will begin appearing on shelves with redesigned packaging, as references to the United States are gradually removed. The initiative was highlighted after changes were noticed on some XL toast packaging, where only red and blue stripes and two small stars remained, with no explicit mention of the country of origin. Migros has clarified that this is a commercial rebranding operation and not a decision linked to international political contexts, such as the conflict in Iran or negative perceptions of the Trump administration. 'The changes have no political ties,' a company spokesperson told RSI. Instead, the decision aligns with a broader strategy to streamline Migros’ own brands, which the company aims to reduce from over 250 to around 80 by 2030. Among the brands that will remain unchanged are Frey and Blévita, considered historical icons. The ‘American Favorites’ line, which includes hamburger buns and cookies, will gradually be unified under the main Migros brand. The packaging change for the toast has already been completed, and Migros does not expect a drop in sales. The updated products will be available starting March 2025, but the transition will be gradual and conclude by 2030. ## Why a rebranding? Migros, which has over 250 own brands in Switzerland, is aiming to simplify its offering for customers. The goal is to improve navigation on store shelves and enhance the recognition of the Migros brand, associated with competitive prices and trust. Currently, many lesser-known brands struggle to stand out, complicating consumer choices. The transition will only occur when products are reordered, to minimize the destruction of packaging materials. According to Migros, the change will not only affe...

Dettagli operativi

For cross-border workers who shop in Ticino every day, the rebranding of Migros might go unnoticed, but it hides deeper implications. Reducing its own brands from 250 to 80 by 2030 is not just about packaging—it’s a structural shift that affects the entire commercial offering of Ticino’s major retailers. ## Before and after: what changes for shoppers Before: Migros offered over 250 of its own brands, many of which were unfamiliar to consumers. This created confusion on the shelves, forcing customers to spend more time choosing products. The ‘American Favorites’ line, while recognizable, was just one of many ranges, often overshadowed by more established brands like Frey or Blévita. After: With the reduction to 80 brands, the selection will be streamlined and focused on the main Migros name. Products in the ‘American Favorites’ line will lose their references to the United States but will maintain the same quality and range. For cross-border workers, this means finding desired products more easily and less difficulty in identifying reliable brands. ## Impact on the Swiss market The rationalization process will also impact competition among Ticino’s major retailers. With a dominant market share, Migros aims to strengthen its image as a unified brand, simplifying the shopping experience. This could push Coop and other competitors to rethink their assortment strategies, potentially affecting prices and promotions. ## A model that could expand While the rebranding initially affects only certain product lines, the model adopted by Migros could be replicated for other lesser-known ranges. The gradual transition until 2030 allows for future adjustments, but the goal remains clear: make Migros more recognizable and reduce complexity for customers. For cross-border workers...

Punti chiave

If you regularly shop at Migros stores in Ticino, here’s what you need to know to smoothly navigate the transition to the new packaging and the consolidation of 80 unified brands by 2030. ### Step 1: Check product availability Updated products with new packaging will start appearing in stores from March 2025, with the transition lasting until 2030. However, some formats may still be in the process of being replaced. To avoid surprises, check availability on: - The official Migros Ticino website in the products section - The Migros app, where you can filter by category and see which items have been updated - The shelves: products with new packaging will be identifiable by red and blue stripes, though without explicit references to the USA If you can’t find a product, ask store staff—they may have temporarily run out or it could still be in transition. ### Step 2: Get familiar with the new brands By 2030, only 80 brands will remain active. Some products currently carrying specific names will be replaced by the Migros brand itself. For example: - The ‘American Favorites’ line will lose its geographical reference but retain the same product range (toast, burger buns, cookies) - Other minor brands will be absorbed into Migros, increasing the visibility of the main brand It’s a good idea to note down the products you regularly buy and check whether they belong to brands that will remain unchanged, such as Frey or Blévita. ### Step 3: Take advantage of transitional promotions Migros has confirmed that there will be no drop in sales during the transition. In fact, the company aims to maintain customer trust with targeted promotions on products undergoing rebranding. If you want to save money, keep an eye on special offers on the official websites or in the Migros app, w...

Punti chiave

[{"q":"Will products from the ‘American Favorites’ line disappear from Ticino shelves?","a":"No, the products will not disappear, but references to the USA will be removed from their packaging. The product range (toast, hamburger buns, biscuits) will remain unchanged. Migros has ruled out any political ties to this decision and guarantees there will be no drop in sales."},{"q":"By when will the transition to the new Migros brands be completed?","a":"The transition will take place gradually and is expected to be completed by 2030. The first products with the new packaging are already available from March 2025, but the process will take several years to be fully implemented across all affected brands."},{"q":"What will happen to the brands that will not be retained? Will they be replaced by other products?","a":"Brands that are not part of the 80 active brands will either be consolidated or eliminated. Migros has not yet specified which brands will be affected, but has assured that no products will be withdrawn from the market. If in doubt, you can contact Migros customer service to check."},{"q":"Can I still use the old products with the current packaging?","a":"Yes, the transition will only occur when the products are reordered. Until then, the old packaging will remain in circulation, and you may find both old and new packaging on the shelves. Migros aims to minimize material waste to reduce environmental impact."},{"q":"How can I check if a product will remain part of the active brands?","a":"You can consult the updated list on the official Migros website or in the app. Alternatively, ask the staff at the point of sale or email customer.service@migros.ch with the product’s barcode. Migros will respond within 48 working hours."},{"q":"Will there be discounts on product...

Frequently Asked Questions
Will products from the ‘American Favorites’ line disappear from Ticino shelves?
No, the products will not disappear, but references to the USA will be removed from their packaging. The product range (toast, hamburger buns, biscuits) will remain unchanged. Migros has ruled out any political ties to this decision and guarantees there will be no drop in sales.
By when will the transition to the new Migros brands be completed?
The transition will take place gradually and is expected to be completed by 2030. The first products with the new packaging are already available from March 2025, but the process will take several years to be fully implemented across all affected brands.
What will happen to the brands that will not be retained? Will they be replaced by other products?
Brands that are not part of the 80 active brands will either be consolidated or eliminated. Migros has not yet specified which brands will be affected, but has assured that no products will be withdrawn from the market. If in doubt, you can contact Migros customer service to check.
Can I still use the old products with the current packaging?
Yes, the transition will only occur when the products are reordered. Until then, the old packaging will remain in circulation, and you may find both old and new packaging on the shelves. Migros aims to minimize material waste to reduce environmental impact.
How can I check if a product will remain part of the active brands?
You can consult the updated list on the official Migros website or in the app. Alternatively, ask the staff at the point of sale or email customer.service@migros.ch with the product’s barcode. Migros will respond within 48 working hours.
Will there be discounts on products during the rebranding phase?
Migros has not yet announced specific promotions for the transition, but has ruled out any sales drops. You may find targeted offers on products during the update phase, especially in the early months of the transition. We recommend keeping an eye on the official apps and websites for any promotions.