"Migros cuts more than a third of its own brands" was the headline in the Tagesanzeiger newspaper a few weeks ago. Yes, it is correct: Over the next few months, we will be reducing our own-brand variety. But that doesn't mean that all the products will be removed from the Migros shelves.
There are currently over 150 own brands at Migros. Our goal is to reduce the number to around 100 private labels by 2030. We are reducing the number by merging product lines such as "M-Classic", "oh!" and other private labels, some of which are less well-known, under the "Migros" brand in future. The "M-Budget" range will also be reviewed as part of this process. Some M-Budget products will be marketed under the "Migros" brand in future and will be given a new packaging design. These products will also continue to be available under the "Migros" brand at the usual low M-Budget price.

Shopping will be easier
We want to make shopping easier for you. Fewer different brands means less time spent searching in the Migros store and on the shelves. Products will be easier to find in future. Many packages will also be redesigned and modernized. You could rightly argue that the exact opposite will be the case: Different private labels will disappear, packaging will be adapted - I'll need more time to find my products again! To counteract this, the most popular products will be labeled with a reference to what the product used to look like during a transition phase. This ensures recognition.
At the same time, we are investing in the quality of our own brands and reducing prices. Since May 2025, we have been offering over 1,000 particularly popular products at a low price in all categories - from basic to added value to premium. Shopping will not only be easier, but also cheaper.

Frey, Farmer, Blévita: popular brands will remain
The changeover will take place gradually over the coming months and years. Proven and particularly popular brands such as "Frey", "Farmer" and "Blévita" will remain. In this way, we are underlining the importance of our own brands and keeping our promise that quality does not have to be expensive.

In summary: the decision to unite some own brands under the overarching "Migros" brand does not mean that a large number of products will disappear. However, they will now remain in the range as part of a strong and popular brand that stands for the highest quality: "Migros". The selection in our stores will be clearer and more concise and we will continue to aim for an own-brand share of at least 80%.
Migipedia will be happy to assist you with the upcoming changeover. Get in touch if you are unsure and perhaps can't find one or two products on the shelves straight away.

Best regards Philipp