Frey Schokolade cannot keep up with the premium brand Lindt. That is why the expensive Frey products are now disappearing from the Migros shelves.
Migros is lowering the prices for Frey chocolate.
Because the in-house chocolate cannot stand up to the premium brand Lindt.
And from April there will also be Lindt chocolate in Migros.
Frey then serves the lower price segments, while Lindt covers the expensive ones.
Those with a sweet tooth can look forward to it: From April, Migros will be selling Lindt and Toblerone. In addition, Frey chocolate is cheaper, as the “Sunday newspaper” writes. Because the own manufacturer Chocolat Frey cannot keep up with Lindt.
Migros originally wanted to position its in-house chocolate close to the premium brand Lindt. To do this, the retailer has steadily increased chocolate prices in recent years: for example, a milk and nut bar cost 1.50 francs in 2008. In 2020, Migros asked for CHF 2.15 for this.
Now Migros is turning around: The Noxana milk and nut chocolate will cost less than two francs again in the future. The dark Crémant chocolate is also 18 percent cheaper. Further price reductions are to follow later.
The aim is to offer fewer premium products and more mass-produced goods. To this end, the Frey range will be streamlined by ten to 20 percent. The products should not disappear from the shelves in one fell swoop, but rather in such a way that they do not attract much attention.
With the product reduction and the introduction of Lindt chocolates, the producer Frey is facing hard times. That is why the chocolatier is also counting on cost-cutting measures. However, job cuts are not planned in connection with the introduction of the new brand.
So far, the brand was missing a line
Peter Felser, Lecturer in Brand Management at the HWZ, thinks that Frey-Schoggi should serve a lower price segment from now on: “Until now, Frey had to offer expensive and cheap chocolate and cover the entire market – there was no clear line for the brand,” says he to 20 minutes.
As a cheap chocolate, Frey also goes well with the image of Migros as a cooperative. Frey does not have to leave the upscale segment entirely: “Migros can also sell individual expensive products under the Sélection line,” says Felser.
Chocolat Frey, based in Buchs, produces chocolate and chewing gum. The company has existed since 1887 and has been part of Migros since 1950. It is one of the largest corporate subsidiaries. Chocolat Frey products can be found in the Migros range as well as in restaurants, large consumers and the processing industry. is one of the largest Migros production companies. According to its own information, the company has been number 1 in the chocolate market for years, with a market share of 33.2 percent in Swiss retail. It is also active internationally and has a correspondingly high export share.