Swiss retailer Migros has confirmed the launch of its new private label M-Classic. Migros will introduce a private label called M-Classic for basic food like pasta, grains and flour in all Migros outlets soon, as well as in its other banners LeShop, Migrolino and Voi. The range will initially comprise around 300 items, but Migros plans to have approximately 600 items by the end of 2009, extending the range to fresh food, and non-food. The aim of the launch is to have one umbrella brand ‘M’, which stands for Migros, with three sub-brands such as the already existing economy line 'M-Budget' and the new 'M-Classic' standard private label as well as the new 'M-Premium' premium private label which has not yet been launched. The premium private label 'Sélection' will still remain. The product range of M-Classic consists of everyday goods. The new M-Classic brand will have the old name printed on the new packaging in order to make it easier for customers to find the product. Content and prices will remain the same. The new private label will be promoted nationwide under the slogan “Ein M besser” (“One M better”) in the coming weeks.