Business · Companies · 53 mins ago
Wernli jokes that Migros’ new biscuit packaging resembles its own
Migros has redesigned the packaging for its Créa d’Or butter-heart biscuits, and Wernli’s parent company says it looks much like Wernli’s version.
HUG, which owns Wernli, responded with a joke on LinkedIn, offering Migros the original packaging print files for 2028.
The Migros biscuits first went on sale in 2024 with packaging that looked different from Wernli’s.
HUG says the new design is disappointing because shoppers might think they are buying Wernli biscuits and then find that the taste is different.
HUG also says it invests heavily in its brand and marketing.
Migros denies copying the packaging, saying many traditional Swiss companies use red.
No further action was announced by either company.
Migros’ new packaging for its Créa d’Or butter-heart biscuits strongly resembles packaging for Wernli’s original product, 20 Minuten reported.
Wernli’s parent company, HUG, responded on LinkedIn with jokes and offered Migros original print files for 2028.
HUG co-owner Anna Hug said consumers might mistake the Migros biscuits for Wernli products and be disappointed by the taste.
Migros said it did not consider the packaging a copy, noting that many Swiss traditional companies use red.
- Who
- HUG, parent company of Wernli, and Migros, whose Créa d’Or brand sells the biscuits.
- What
- HUG joked that Migros’ new packaging resembles Wernli’s and offered Migros original print files for 2028. Migros said it did not view the packaging as a copy.
- When
- 20 Minuten published the story on 7 November 2026. The article says Migros launched the product in 2024.
- Where
- Malters, in the canton of Lucerne, is where HUG is based; the packaging dispute concerns products in Migros’ range.
- Why
- HUG said consumers might mistake the Migros biscuits for Wernli products and be disappointed that they do not taste like the original. Migros said many Swiss traditional companies use red.
HUG/Wernli
Migros
Packaging similarity
HUG/Wernli
HUG said Migros’ new packaging strongly resembles Wernli’s original packaging.
Migros
Migros said it did not consider the packaging a copy, noting that many Swiss traditional companies use red.
Impact on consumers
HUG/Wernli
Anna Hug said consumers might think they are buying Wernli products and be disappointed by the taste.
Migros
Not stated
Migros launched its Créa d’Or butter-heart biscuits with packaging that the article says was then far from Wernli’s design.
20 Minuten reported that a new design for the Migros packaging strongly resembled Wernli’s original.
HUG responded on LinkedIn with humour and offered Migros original print files for 2028.
- Migros brand
- Créa d’Or
- Product
- Butter-heart biscuits
- Wernli parent company
- HUG
- HUG location
- Malters, canton of Lucerne
- Migros product launch
- 2024
- HUG’s print-file offer
- 2028
What people are saying
We see where this is heading, and feel a little flattered.
To save you some work next time, we have already prepared the original print files for 2028. Just print, cut out and stick on.
Consumers could think they are buying Wernli products, and be disappointed because the product does not taste like the original Wernli butter-heart biscuits.
With so much heart, a little jealousy among competitors is allowed.