Swiss grocery retailer Migros is streamlining its private-label range with a new premium brand called Migros Premium.

The company has already begun putting products on the shelves, and expects to reach 90 SKUs by the end of this year. The range will reach 350 products by the end of 2011, Migros said today (30 July).

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“With Migros Premium we comlpete our range of brand building,” said marketing head Oskar Sagar. “The uniform packaging will help customers at the shelf to recognise the high quality offer of Migros Premium.”

The retailer already offers a M-Budget economy-price line, its mid-range M-Classic own-label and its luxury Migros Sélection range.

The Migros Premium range will sit between its M-Classic and Migros Sélection ranges.

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