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

Context

TL;DR

• Migros Ticino rebrands 'American Favorites' line, removing US references.
• Rebranding starts March 2025, completes by 2030.
• Migros reduces own brands from 250 to 80 by 2030.
• Changes aim to simplify shopping, not tied to geopolitics.

Key facts

• Rebranding Start: March 2025
• Rebranding Completion: 2030
• Brands Reduced To: 80 by 2030
• Initial Product: XL toast
• Rebranding Reason: Simplify customer choice
• Unchanged Brands: Frey and Blévita
• Product Line Affected: American Favorites
• Impact on Sales: No expected drop in sales

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 affect the visual design of the packaging but also the overall management of the brands. The ‘American Favorites’ line, though not among the best-selling products, serves as an example of how the company intends to standardize its image nationwide. The transition will take years, but the process is already underway.

💡 Key insight: Migros’ rebranding is part of a long-term strategy to simplify its brand portfolio and improve customer experience.

No ties to geopolitics

The decision to remove references to the United States from packaging was not driven by external factors. Migros has categorically ruled out any link to the war in Iran or the image of the American administration. 'This is a commercial decision aimed at making the assortment clearer,' the company reiterated. Despite the changes, the product line will remain recognizable thanks to its specific range and characteristic formats, such as the XL toast.

The transition will take place sustainably, without forced acceleration. Migros has emphasized that the process will be managed to minimize environmental impact, reusing existing packaging as much as possible before replacing it with new materials.

Operational details

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, this translates into a more immediate shopping experience, especially in a border context where the choice between Swiss and Italian products is already vast and sometimes confusing.

📊 Scenario: what happens if products are not found?

In an initial phase, discrepancies between shelves and catalogues may occur due to the gradual transition. Migros has assured that products will remain available, but some formats may temporarily be out of stock. To avoid inconvenience, the company advises checking official websites or apps to verify availability. The transition is designed to be as seamless as possible, but it will require patience from regular customers.

⚠️ Note for cross-border shoppers:

The changes will primarily affect Migros’ own brands. Other major retailers in Ticino may follow similar strategies, so it’s worth keeping an eye on their developments as well. For those accustomed to Italian brands, the streamlined selection could make shopping in Ticino even more efficient.

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Key points

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, where you might find discounts on specific formats of the affected lines.

Step 4: Track your shopping habits

If you’re a cross-border shopper who regularly buys groceries in Ticino, the changes might initially feel confusing. To make it easier, we recommend you: 1. Download Migros’ digital shopping list, available in the app 2. Mark products that haven’t yet been updated to temporarily avoid them 3. Inform store staff if you have trouble finding your usual products

What happens if a product disappears?

Migros has assured that no products will be withdrawn from the market, but some less relevant brands may be merged or eliminated. If you can’t find an item you usually buy, you can:

• Ask store staff if it has been replaced by a Migros alternative
• Check if a similar product exists in the same category (e.g., other types of toast)
• Contact Migros customer service via the form on the official website

Useful tools for cross-border shoppers

To make the transition as seamless as possible, Migros offers:

• An interactive map of Ticino stores to find the nearest location
• An online calculator to estimate the value of your usual shopping and compare it with updated prices
• A brand comparator to see which products will remain unchanged and which will be modified

If you have questions about a specific product, you can also email [email protected] with the product’s barcode and your query. Migros will respond within 48 working hours.

Deadlines and timelines

• March 2025: Start of the transition with the first updated products on shelves
• 2026–2029: Gradual replacement of packaging for all affected brands
• 2030: Completion of the transition, with only 80 active brands

The transition is designed to be seamless, but it requires patience and a bit of organization in this initial phase. If you need support, Migros Ticino store staff are on hand to guide you through the new assortments.

Source: rsi.ch