1.5 years after launch, Migros's own brand V-Love is top of Mind and Migros is once again the market leader in the “Plant-Based” product category.
A highly dynamic and competitive market, several years behind the main competition and very complex customer needs: In this challenging environment, Migros launched its own plant-based brand V-Love in June 2020 with the aim of planting Switzerland. The brand doesn't point fingers, but celebrates all dietary styles with its loud and self-confident appearance. V-Love is Veganuary in the important “season” six months after the launch of Topf of Mind, comprises around 100 products and is Switzerland's best-known plant-based brand at the end of 2021. This is despite 45% less media investment than the main competition. V-Love made a significant contribution to Migros regaining market leadership in the Plant-Based product category in 2021.
