Swiss supermarket chain Migros has launched a new private label range of organic baby food under the Mibébé brand.
Aimed at children in the first year of life, the new line includes 27 food products manufactured in Switzerland and Germany.
All of the products are labelled under the Migros Bio brand, and the retailer says that they contain only high quality natural ingredients, with no added sugar.
Coloured labels on the products help parents recognise the foods that are appropriate to their children's age range.
Organic Market
According to the retailer, market research has highlighted a growing demand for organic baby food products.
Eleven of the items in this range, including juices, snacks and desserts, are made in Switzerland, with raw materials from certified Bio Suisse farms.
The other sixteen items, namely jars of fruit, vegetable and meat meal solutions, are produced in Germany in accordance with EU organic directives. .
Currently, 23 Mibébé products are available in all of Migros' stores in Switzerland, while the complete Mibébé assortment will be introduced from December.
© 2017 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.
