For several weeks, the Coca-Cola drinks, Fanta and Sprite are gradually disappearing from Migros shelves. Customers discover signs explaining this absence: “This item is unfortunately not currently available. We are in negotiations with the supplier. Please excuse us for this inconvenience. “. This supply disruption concerns Migros supermarkets throughout Switzerland.
Tristan Cerf, spokesperson for Migros, clarified that this situation does not mean the definitive cessation of Coca-Cola sales, but it could lead to prolonged delays in deliveries. While six-packs are still available in some branches, the majority of stores are in total break. Coca-Cola, when asked, provided no details on the status of the discussions.
A commercial tension which is part of a recurring context
This standoff is not a first. In 2024, Coca-Cola increased its prices, causing tensions with Swiss distributors. Mario Irminger, now director of Migros, himself criticized these increases when he headed Denner. At that time, Denner had imported cheaper products from the Czech Republic, forcing Coca-Cola Switzerland to review its prices.
This strategy had already been adopted by Coop in 2021, which had chosen to import Coca-Cola products from Poland to counter tariff increases. This time, Migros seems to want to stand up to the multinational by limiting the repercussions of the increases on its customers. These disputes highlight the tensions between retailers seeking to protect their margins and suppliers exerting influence over iconic products.
Consumers face a dilemma
Coca-Cola’s loyal customers are faced with a choice: wait for negotiations to conclude or turn to alternatives. To mitigate the effects of this shortage, Migros reminds that its subsidiary Denner continues to offer Coca-Cola products. A decision which aims to preserve a certain customer satisfaction, while increasing the pressure on Coca-Cola in these discussions.
Tensions over price increases are not limited to the beverage sector. Similar conflicts had already opposed Coop and other suppliers, such as Mars in 2022, when the distributor refused to pass on price increases, choosing to temporarily withdraw brands like Ben’s Original or Ballista.
A reaction? Leave a comment
Did you like this article? Subscribe to our free Newsletter for engaging articles, exclusive content and the latest news.
