The most popular own brands: typically Migros

Apple cider: Migros' first own-brand product

Gottlieb Duttweiler had little interest in expensive branded products; a point he made back when he founded Migros. If producers weren't prepared to lower their prices for Migros, Duttweiler chose a different path from the outset: he bought companies and had them develop their own versions of branded products, which he then sold as Migros own brands.

In 1928, Migros bought Alkoholfreie Weine AG Meilen and started producing its own products. The first of these was non-alcoholic apple cider. Later, the plant in Meilen also produced preserves, jams, fruit compotes, and "thin slices of potato baked in fat," known as "Tschips" – something "new and delicious," according to the advert. These products would only be made in Meilen for a brief period of time. Only the production of baked goods would remain a firm fixture, starting in 1930. Even though the Migros company has since changed its name from Midor to Delica, it still produces Petit Beurres, Totenbeinli and Zwieback for Migros to this day.

Kaffee Zaun: imitation with a sense of humour

It wasn't long before Dutti began producing his own versions of well-known brand-name products and selling them at lower prices – much to the delight of housewives, since it was easier on their purses. One of the first copies was launched on the market in 1931. Zaun coffee, which Dutti launched as an alternative to decaffeinated Hag coffee, was 40% cheaper than its more famous counterpart. This was deliberate provocation. After all, the name, packaging and slogan were based on those of Kaffee Hag.

OHÄ: washing powder with a message

Migros' first own-brand product was actually non-alcoholic apple cider, which it sold from 1928 onwards. Even so, its OHÄ washing powder is far more well-known. This was added to the Migros product range in 1931 as an answer to expensive Persil detergent. What's the story behind the name? OHÄ is an abbreviation of "Ohne Hänkel" ("Without handle"), a play on words on the name of German Persil manufacturer Henkel.

M-Classic: CHF 0.20 for a yoghurt

Migros began selling yoghurt from as early as 1930. But only one kind: plain. Three years later, it added strawberry, redcurrant, raspberry, lemon, vanilla and orange flavours. A 250g jar cost just CHF 0.20. Disposable pots were introduced in 1961. Elsa has been producing Migros yoghurts for several decades, many of them under the M-Classic, Migros Bio and Bifidus brands. Vegan yoghurt alternatives have also been available since the launch of V-Love in 2020.

Chocolat Frey: chocolate for the nation

From 1931 onwards, Migros also began selling chocolate produced by its Jowa subsidiary. However, Duttweiler bought Chocolat Frey in 1950, because it couldn't meet the enormous demand. An advert in a 1950 edition of Brückenbauer advertised Crémant, Giandor, Milk & Nut and Mahony bars, which are all still part of the Migros product range to this day.

Saverma: pasta - e basta!

Good air and clear water are the best conditions for pasta production, Migros said in 1951, when it bought the Valais-based company Saverma. From then on, Saverma made Müscheli and Schnäggli pasta shells as well as spaghetti according to the Neapolitan principle: allowing its pasta to air-dry. In 1964, production was moved to Buchs, where 45 employees still make approximately 22,000 tonnes of Migros pasta every year!

Blévita: snacking à la 1969

Blévita crackers are an integral part of the Migros product range. The first type—wholemeal—was launched in 1969. Sweet and savoury varieties were launched later. Aside from these classics, the Blévita range now also includes minis, sandwiches, limited editions, rice crackers and pretzels.

Current Blévita range

Seal ice cream: a lip-smacking product!

In the summer of 1975, Migros launched a product with the potential to become iconic: ice cream lollies in three different flavours. Zurich graphic artist Hans Uster designed the now legendary packaging: a seal for vanilla, a monkey for strawberry and a bear for chocolate. This year, Migros is celebrating its 100th birthday with a vanilla-and-chocolate duo.

To the complete seal family range

Iconic iced tea: quench your thirst like in America

Fascinated by a trip to the United States, where seemingly everyone was drinking freshly brewed tea with ice, Migros' head of development brought home an idea: to produce iced tea on a large scale. After some tinkering, Migros iced tea, an infusion in which hot water is pressed through a mixture of black tea and rose hips, was created in 1984. The recipe has remained the same to this day – as has demand for this iconic iced tea!

To the Migros iced tea range