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Private Label

DIA Launches Private Label Ready-Made Meal Brand, ‘Al punto’

Spanish retailer DIA has launched a new range of private label, ready-made meals under the brand, Al punto.

The range offers around 30 high-quality recipes including almond gazpacho, teppanyaki gyozas, salmorejo, Spanish omelette, and ham croquettes, among others.

It also includes pre-cooked meals such as barbecue ribs and chicken thigh with potatoes.

The meals are sold in microwave- and oven-safe dishes for easy heating, DIA added.

Presently, Al punto is available in the snacks section of over 4,000 DIA supermarkets across Spain as well as online on the dia.es website.

Besides, customers can also avail of home delivery of Al punto meals via the Glovo app.

'Alternative Convenience Food'

Marek Adam Bona, commercial director of DIA Spain, commented, “At DIA, we are 100% committed to going the distance for our [customers], and this means adapting to their current needs and making their lives easier.

“Al punto represents DIA’s commitment to high-quality ready-made food. The range offers alternative convenience food and brings our customers diverse meals to help them save time.”

The retailer has collaborated with 13 new suppliers across Spain to develop and launch the new range.

It also plans to introduce weekly offers on the selected products in the range to promote the brand.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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