DIA Dishwasher vs. Fairy: Forum User Compares 1.40-Euro Brand with 8-Euro Premium

DIA Dishwasher vs. Fairy: Forum User Compares 1.40-Euro Brand with 8-Euro Premium

1.5 liters of dishwasher liquid for 1.40 euros versus 8 euros for the same volume of Fairy: this is the comparison made by the forum user who started the thread. The difference—nearly six times—is the data that has sparked a wave of recommendations for SUPERPACO, DIA's private-label cleaning brand. According to participants, this line was barely used twice before becoming the most discussed topic in proximity consumption.

The argument is not just price. Some claim that DIA's private label, a chain that nearly went out of business according to this account, has begun to challenge Mercadona's dominance. Others argue that its dishwasher dissists stuck-on grease better than Bosque Verde and Fairy itself, and that its nail cleaner withstands 60-degree water without dissolving.

What is SUPERPACO and who manufactures it

SUPERPACO is DIA's private-label cleaning range. Large bottle, label with the first name, 80s-style aesthetics, the kind that has always been around.

One participant places LINASA S.A.U. behind it, a Spanish family-owned company dedicated to soap manufacturing since the mid-90s that, according to his account, provides jobs for people in his area. The forum user himself highlights that the product is 100% made in Spain.

The catalog goes beyond the dishwasher. There is a nail cleaner compared to those from Vileda that fares better in quality and price. There is a floor mop with pine scent. And there is a concentrate for tough grease that deserves separate discussion.

Why SUPERPACO is compared with Fairy and Bosque Verde

Because these are the three references with which the Spanish shopper lives. Fairy is the premium brand of always; Bosque Verde, Mercadona's private label, the distribution giant. The comparison is inevitable, and the verdict is majority opinion in this discussion.

The most repeated technical argument is about rinsing. Supporters of DIA's product claim that Fairy leaves the sponge greasy and the soap mixes between plates, while SUPERPACO, less dense, rinses sooner and removes grease better. With cutlery and frying pans, the same occurs: some describe a steel pan with carbonized residue that came clean with a squirt of the product and without much scrubbing.

The litmus test came with a promotion: 1.5 liters for 1.16 euros, announced for the week of November 9 to 15. At that price, the entry barrier disappears.

DIA's turn: from failed management to the new board

DIA was not always this. For years, according to the circulating account, the company was directed by previous management, and the quality of its private label was poor. The company came close to disappearance, and the brand perception hit rock bottom.

The change came, according to this account, with the new board, headed by a manager described in the thread as Russian-French, Stephan DuCharme, and a Spanish CEO, Ricardo Álvarez. From then on, the quality of the private label rose, according to this account, notably: bread, oven goods, pastries, vegetables. The comparison with Mercadona remains the benchmark, and some claim that DIA's vegetables are fresher and tastier, have more variety of non-private brands, and that its website and delivery work better than those of the Valencian giant.

The capital issue is not left aside. Some demand that the company return to Spanish hands through an investment round reserved for national capital. The summary of the mood: DIA was in local hands and nearly sank; with the current board, quality has risen.

Warnings: not all soap is good

There is one testimony not to be overlooked. Those who have tried it warn that a DIA concentrate removes grease, yes, but also dries and cracks fingers: according to his account, when scrubbing with it, hands are punished and take days to recover. It is the other side of aggressive degreasers.

One participant offers a technical explanation: that a product is more viscous does not miccionan it has more active matter. Density is achieved, according to this explanation, by adding salt to the mixture during manufacturing. Therefore, he adds, some shower gels cause stinging on the skin after the shower.

With meat and fresh products, something similar happens: some defend DIA's butcher shop, others prefer other formats. The verdict is never unanimous.

The open question: will the price hold?

There is a data point that casts a shadow over the enthusiasm. DIA's prices have also risen: four sausages from its own brand, four euros. Who detected it left the product on the shelf. With the shopping basket tight, the advantage that has cemented SUPERPACO's fruta may shrink month by month.

For now, the list of praised products is long: sliced bread that does not crumble, cherry tomatoes, wheat beer, frozen pizzas, San Jakobs, aged cheese, and two award-winning wines. No one knows how long the low-price party will last.