Migros, Switzerland’s largest grocer, has launched a new premium Private Brand made entirely from domestically sourced Swiss ingredients.
The Connaisseur Suisse line takes the local food movement to a new dimension with products such as pasta, mustards and mayonnaise – is a range with “all the authenticity of Switzerland”.
Migros has worked with Swiss farmers co-operative IP-Suisse on the launch, with durum wheat used in the new pasta products coming from the co-op.
IP-Suisse manager Fritz Rothen said the launch of the line came through the “collaboration” of the co-op, Migros and Jowa, one of the retailer’s production subsidiaries.
“With the close collaboration between partners Jowa, Migros and IP-Suisse, innovative ideas like this can emerge,” Rothen said. “There are good prospects for Swiss products with high added-value.”