A common question among expats and locals in Dubai is: how can the products at VIVA supermarket be so cheap, and is it safe to shop there? The prices are indeed remarkably low, whether it’s for frozen chicken, snacks, cleaning products, or cheese.
But does cheap automatically mean less reliable or of lower quality? The answer lies somewhere in the middle.
Low prices due to a smart business model
VIVA is a discount supermarket that operates on a very different model to the large hypermarkets in the United Arab Emirates. Instead of expensive branded products, VIVA primarily sells private label goods. These products often originate from countries in Eastern and Western Europe, such as Poland, Germany, Italy, and Bulgaria. By purchasing directly from the producer, intermediaries are bypassed and high marketing costs are avoided. This results in direct cost savings for the consumer.
Furthermore, the stores themselves are quite basic: compact, with minimal staff, and focused on long-life products like pasta, canned food, frozen goods, and cleaning supplies. The choice is more limited than in a hypermarket, but this also means less inventory management and less waste. Everything is designed to keep costs as low as possible without compromising on food safety.
What about quality and food safety?
Most of VIVA’s products come from countries with strict food safety standards, such as EU member states. Products from countries like Germany, France, and Italy must comply with European regulations, which are often stricter than in other parts of the world. Moreover, the government of the United Arab Emirates is known for acting swiftly against unsafe or unapproved products.
We have even come across products from the Netherlands, such as mayonnaise and ketchup from Remia, cheeses from Milba, and even stroopwafels.
That said, the quality of the products can vary. Some customers are enthusiastic about the cheeses, pastas, tomato puree, or even the frozen meals. Others indicate that certain products like fresh meat or eggs do not meet their expectations. It is a matter of personal preference, and it pays to read ingredient lists and the country of origin on the packaging carefully.
Personally, we have had less favourable experiences with meat from VIVA and have decided not to buy it anymore. The same applies to items like cucumbers. We have also experienced meat in the freezer being soft and likely having thawed. However, long-life products and cleaning products are perfectly fine.
Therefore, it is not necessarily the case that cheap equals unsafe. In fact, many products from VIVA’s range can also be found in supermarkets across Europe. The low price is more a result of efficient operations than inferior quality. Nevertheless, it remains sensible to avoid certain products if in doubt or to try them first in small quantities.
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