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Spain: DIA adds its Private Label Brand 'Al punto' for prepared food

Updated: Feb 4, 2021

Discount Retail Chain DIA launches a new brand of prepared food to respond to the needs of its shoppers, who increasingly demand this type of alternative. Under the name of 'Al punto', the discounter has introduced 30 new high-quality recipes ready for consumption in its assortment, with the aim of offering a varied menu.

With this new family of prepared food, DIA offers its shoppers more innovative recipes such as almond gazpacho or teppanyaki gyozas and other more traditional ones of the Mediterranean diet such as salmorejo, potato omelette or ham croquettes .

A large part of the 'Al punto' category family is made up of pre-cooked dishes, such as barbecue ribs or chicken thigh with potatoes, which are sold in containers suitable for heating for a few minutes in the microwave or in the oven.

“At DIA we have the firm intention of being closer to our clients every day, adapting to their current needs and making their life easier. To fulfill our purpose, the company is in continuous evolution and transformation, which implies, among other lines of

performance, improving the assortment by creating new products and solutions. 

'Al Punto' is DIA's commitment to quality prepared food and constitutes a practical and comfortable food alternative that will allow our consumers to access varied menus and save time," said Marek Adam Bona, commercial director of DIA Spain.

For the creation and launch of this new range of prepared food 'Al punto', DIA has collaborated with 13 new Spanish suppliers, with whom it works closely in the renewal of its assortment, adapting it to customer demand. In addition, with the aim of making 'Al Punto' known to shoppers, the discounter will launch weekly offers on the main items in the range.

DIA shoppers can now purchase the products of this new Private Label brand in the entire DIA Spain store chain, or through its website and the Glovo app, at home.

Need support in your Private Label brand strategy, business development or SKU portfolio restructuring please see our Private Label DRC services on: Private Label Brand development

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