Helping yourself without a bad Conscience

Making a contribution to people's quality of life is Migros's central concern. For this reason, it supports its customers not only in a healthy diet, but also in organising activities in their free time. Since joining the actionsanté initiative of the Swiss Federal Office of Public Health (FOPH) in May 2009, Migros has further intensified its commitment in the health sector. The objective of the joint campaign of the Swiss Federation and business is to make it easier for the public to live a healthy lifestyle. Anyone wanting to exercise, keep fit or relax can, for instance, find many opportunities in the Migros Klubschule schools and in the fitness, spa, sport and aqua parks of Migros. The Migros fitness and spa parks have cooperated with Medbase for many years, a successful provider of medical and paramedical services. In December 2010, Migros acquired a majority stake in Medbase AG.

Healthy diet

Migros implements important measures at its branches and restaurants to support customers maintaining a healthy diet. Since last year, Migros restaurants have offered Délifit menus, which contain no more than 600 calories. Other offers, such as the salad buffet, have also been adjusted to fit the Délifit criteria. In the future, an optimised take-away range should provide easy access to a healthier diet for young people in particular. When buying food, customers can obtain comprehensive information on the products' ingredients, thanks to the detailed nutritional value labelling – the Migros Food Facts. Energy, sugar types, fat, saturated fatty acids and table salt: the relevant quantities per portion and the share of the daily requirement are stated on the packaging. By the end of 2011, all prepackaged Migros foods will bear their Food Facts. For diet questions in connection with Migros products, please contact the Migros nutritionists. More than 2'000 people used this free service in 2010.

Less salt
In Switzerland the average salt intake of about 10 grams per person a day is about twice as high as recommended by the World Health Organisation. A key measure of Migros as part of the actionsanté partnership is therefore to reduce salt levels in foods. Migros bread has already had a lower salt content since 2009. Last year, Migros checked 360 other foods in its range and detected the need for action in respect of 171 recipes. The salt content of soups, pasta, pizza and convenience foods will be reduced by the end of 2012 at the latest. As a rule, these products are consumed as part of a main meal, for which reason reducing their salt content plays an important part in health promotion. The retailer has set binding limits for convenience products, which are becoming increasingly popular. As of 2012, a Migros pizza, for instance, will contain a maximum of 1.5 grams of salt per 100 grams, and ready-made meals only 1.2 grams.

Good news for people with allergies

Ever more people suffer from allergies and food intolerance. Since 2006, the quality seal of aha! makes it easier for them to shop at Migros. 69 products from the foods, cosmetics and household ranges bear this quality seal of the Swiss Centre for Allergy, Skin and Asthma and generated sales of some CHF 30 million last year. In 2010 the Bern-Marktgasse Migros restaurant launched a pilot with gluten- and lactose-free snacks, such as sandwiches, cakes and salads. After a detailed analysis, the retailer decided to restart and expand the project in 2011.

Fewer additives

Migros revised its guidelines for additives last year. The new requirements go significantly further than the legal scope. As such, products containing azo dies, which have recently been the subject of controversy, will be removed from the range by 2012. Last year Migros also tightened its provisions in favour of health for the Lilibiggs brand ((link)). Limitations existed for the kids line from the very start. But in the middle of last year consumer groups complained that some Lilibiggs products contained sweeteners. Migros responded within less than a week and decided to no longer add sweeteners to Lilibiggs products.