Migros, Switzerland’s largest retailer, has launched a private-label range made entirely from ingredients sourced domestically.
The Connaisseur Suisse line – comprising products such as pasta, mustards and mayonnaise – is a range with “all the authenticity of Switzerland”, Migros said yesterday (31 March).
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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.”
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