Private Label

Migros Launches New V-Love Brand

By Branislav Pekic
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Migros Launches New V-Love Brand

Swiss retailer Migros has launched the V-Love private label brand, encompassing a range of plant-based and vegetarian foods.

The first V-Love products unveiled include a vegetable-based burger, a vegetable-based roast sausage and a vegetable-based grilled sausage.

All three SKUs were developed by Migros at its in-house production companies, based in Switzerland.

V-Label Certification

All products are 100% plant-based and certified with the internationally recognised and protected V-label, used to mark vegetarian and vegan products.

The V-Love range will be gradually expanded and will also include dairy substitute products, yoghurts, cheese, snacks, ready-to-eat meals, frozen products and beverages.


In line with growing demand, Migros already offers its customers over 680 certified vegetarian and vegan SKUs in its range, including 500 vegan items.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine


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