Lidl Switzerland bundles Swiss products under new own brand
Starting in May 2025, Lidl Switzerland will phase out various Swiss private-label brands and launch «Qualité Suisse.» As a result, up to 500 products manufactured in Switzerland will be uniformly labeled and marketed in the future.
Lidl Switzerland is underlining its commitment to Swiss products with "Qualité Suisse". In future, Swiss products will be bundled under the new own brand and given a uniform brand identity. Until now, Swiss products at Lidl Switzerland have been sold under various own brands such as Milbona, Fromani, Maestade and Bonvalle and labeled with a Swiss cross on the shelf.
From May 8, 2025, around 200 items with the label will initially be available in the stores - 30 of which have been newly introduced. According to Lidl, the range is set to grow to 500 products by the end of the year. The new brand stands for Swiss origin and is intended to make it easier for customers to identify and access local products.
At the start, the range will include fruit and vegetables, fresh bread, fresh meat, cheese, charcuterie and dairy products. Other categories such as frozen products, drinks, ice cream and baked goods will follow over the course of the year.
CEO Nicholas Pennanen describes the launch as "a clear commitment to Swiss production" and a significant investment in domestic agriculture. Around 300 Swiss suppliers currently work with Lidl Switzerland, and more than 50 percent of sales are already accounted for by products from Switzerland. The company aims to further increase this share with the new own brand.
