Migros launches its own brand "Mibébé" for organic baby foods
Migros is launching its own brand of organic baby food called «Mibébé.» The organic line offers a range of 27 products for babies in their first year of life.
A market research study has shown that numerous Migros customers want a Migros own brand in the baby food sector, and exclusively in organic quality, the retailer writes in a statement. This need is now being met with the new Mibébé brand.
All 27 Mibébé products carry the Migros organic label. Eleven products, namely juices, snacks and porridges (dry products), are produced in Switzerland. Two of these products consist of at least 90 percent Swiss raw materials sourced from Bio Suisse-certified farms. These are also labeled with the Swiss Cross. Sixteen products in jars containing porridges with fruits and vegetables or meat ingredients are produced in Germany according to EU organic standards. In addition, all 27 products are produced without added sugar, as the ingredients naturally contain types of sugar.
In addition to Mibébé, Migros will continue to carry organic baby food products from Alnatura and Hipp, as well as products from Nestlé and Milupa. 23 Mibébé products have been available in all Migros stores since mid-September. The complete Mibébé range will be available from December.
