People are ashamed to buy Migros budget brand products – so they’re going to be repackaged.
The company says, for example, that no one wants to put an M-Budget line liquid soap in their bathrooms as it looks like a compromise. It’s same for its mayonnaise on the table.
Migros isn’t concerned about the quality of the product, which is says is very high. It’s the image.
It’s also doing changing its line of crisps for the same reason.
But it will take a while for the whole re-branding to take effect as it still has stocks of its old packaging and it doesn’t’ want to throw it away. The process could take two years.
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