Updated: Sep 4, 2021
Discount Retail Chain DIA (owned by LetterOne and listed on BMAD: DIA) continues to advance in the transformation project of its own private label brand with 'New Quality'. On this occasion, the food distribution chain has renewed its dairy offer with the new own private label brand of milk 'Dia Láctea' , which is already available in the more than 2,800 stores that the company has in Spain and in the online store. (See her more on DRC's own private label development service) “Dia Láctea is a clear example of the change and transformation that our own brand is experiencing. For the development of the range, we have worked hand in hand with the producers in order to obtain a product of the highest quality, one hundred percent Spanish origin in support of the community and local suppliers, with added value for the final consumer and that guarantee the sustainability of the processes while respecting the environment”, explains Jose Manuel Blanco, director of Frescos at DIA Spain. The new range of dairy products is made up of twelve references that range from traditional whole, semi-skimmed and skimmed milk with and without lactose, to other value-added proposals that come to respond to current consumer demands. Among these special milks are Omega 3 milk and Calcium and Vitamin D milk, which together with the range of lactose-free milks have the Animal Welfare certificate. In addition, the production responds to sustainable development criteria, offering maximum transparency to the final consumer.
'Dia Láctea' also arrives accompanied by a completely renewed packaging , much more attractive and visual, in which the product specifications can be clearly seen, as well as the different certified seals, such as the FSC seal, which indicates that the paper It comes from sustainably managed forests. Additionally, DIA has eliminated plastic in its new milk range and replaced it with recycled and recyclable cardboard packaging.
At the launch of 'Dia Láctea' the company has promised to donate a truck of milk per month to the Spanish Federation of Food Banks (FESBAL) for a year, which translates into more than one million glasses of milk, thus guaranteeing the minimum consumption of dairy products for people at risk of vulnerability. This decision is part of one of the three fundamental matters that the company addresses in its Strategic Sustainability Plan, the food gap. To reduce it, DIA is working to promote healthy eating for millions of families at risk of poverty.