A new bold gesture against the increase in prices is that of Migros, the main Swiss retailerwho decided to remove Fanta and spit from his shelves, thus opposing the high prices imposed by Coca-Cola Switzerland.
It is already since the beginning of 2025 that Migros customers have noticed the absence of Fanta and sprites in the stores. The chain justified the decision as a response to the “too high purchase prices” applied by the Swiss manufacturer of the US multinational. In their place, consumers now find carbonated drinks of the Turkish brand Uludag Gazoz. However, this is not an alternative introduced at the last moment and by Migros let these drinks have been part of the assortment for over ten years and are designed in particular for the customers of Turkish origin. It is only with the disappearance of the best known products, such as Fanta and Sprite, which have visibly returned to the center of attention.
Mario Irminger, CEO of Migros, is not new to these “iron arms”: already in 2014, driving Denner, he had undertaken a similar battle against Coca-Cola. And it is no coincidence that Denner, discount chain belonging to Migros, also interrupted commercial relations with Coca-Cola Switzerland, opting for the import of Coca-Cola, Sprite and Fanta from other European countries at more advantageous prices.
However, despite the current break, Migros suggests that the door is not completely closed:
Negotiations with the Swiss Coca-Cola manufacturer are still in progress – He did sortAperte the giant of the Swiss distribution.
The precedents in Europe
Migros’ move is not an isolated case. Maybe you will remember that in January 2024, Carrefour suspended the sale of Pepsico productsincluding Pepsi, 7up, Lipton and Lay’s, in his supermarkets in France, Belgium, Spain and Italy, due to “Unacceptable price increases“.
Even in Germany, chains such as Edeka and Rewe temporarily interrupted the supply contracts with Mars, Kellogg’s, Pepsico and Coca-Cola for similar reasons.
There is therefore a growing trend between European dealers to oppose the price policies of large multinationals. With the inflation that continues to weigh hard on consumers, supermarket chains are adopting measures to contain costs and offer more accessible alternatives. A strong signal, and it is time that others also follow the example.
