Francesca Biagioli Swiss retailer Migros removes Fanta and Sprite from stores in dispute with Coca-Cola, part of growing European trend of supermarkets opposing multinational price hikes.
A new stand against rising prices comes from Migros, Switzerland’s leading retailer, which has decided to remove Fanta and Sprite from its shelves, pushing back against the high pricing policies imposed by Coca-Cola Switzerland.
Since early 2025, Migros customers have noticed the absence of Fanta and Sprite in stores. The chain justified the decision as a response to “excessively high purchase prices” applied by the Swiss producer of the American multinational. In their place, consumers now find carbonated drinks from the Turkish brand Uludag Gazoz. However, this isn’t a last-minute alternative introduction, and Migros clarified that these beverages have been part of their assortment for over ten years, designed particularly for customers of Turkish origin. It’s only with the disappearance of the more well-known products like Fanta and Sprite that they’ve visibly returned to the spotlight.
Migros CEO’s history of pricing battles
Mario Irminger, CEO of Migros, is no stranger to such “standoffs”: back in 2014, while leading Denner, he had undertaken a similar battle against Coca-Cola. It’s no coincidence that Denner, a discount chain owned by Migros, has also severed commercial relations with Coca-Cola Switzerland, opting instead to import Coca-Cola, Sprite, and Fanta from other European countries at more advantageous prices.
However, despite the current breakdown, Migros suggests the door isn’t completely closed:
Negotiations with the Swiss Coca-Cola producer are still ongoing – the Swiss distribution giant announced.
European precedents show growing trend
Migros’ move isn’t an isolated case. You might remember that in January 2024, Carrefour suspended sales of PepsiCo products, including Pepsi, 7Up, Lipton, and Lay’s, in its supermarkets across France, Belgium, Spain, and Italy due to “unacceptable price increases“.
In Germany too, chains like Edeka and Rewe have temporarily interrupted supply contracts with Mars, Kellogg’s, PepsiCo, and Coca-Cola for similar reasons.
There’s therefore a growing trend among European retailers to oppose the pricing policies of major multinationals. With inflation continuing to weigh heavily on consumers, supermarket chains are adopting measures to contain costs and offer more accessible alternatives.
