Migros Launches Premium Private Label

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August 3, 2010

Swiss retailer Migros launched a new high quality line called Migros Premium, which by the end of the year will have 90 SKUs.

There are currently 20 SKUs on store shelves, including mostly fresh food and meal solutions, and will ultimately includes 350 items, according to a company statement.

New packaging described by the company as elegant, impactful and functional, also extends the shelf life of products, according to the company.

"With Migros Premium we have complete the development of our brand building initiative," said Oskar Sager, head of marketing for Migros. Migros Premium joins a full line of private label -- M-Budget, the retailer’s economy line, M-Classic, its value line, and Migros Sélection.

Migros Premium is available in all stores throughout Switzerland, including Le Shop and Migrolino.

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