Via Color liquid detergent

Via is a prominent brand of laundry detergent specifically tailored for the Nordic market, including Sweden. While it functions as a standalone brand in this region, it is part of the global 'Dirt is Good' family of brands, known in other countries as OMO, Persil, or Surf.

The Via brand was originally developed by the British-Dutch multinational Unilever. Unilever remains the ultimate owner of the brand. Manufacturing for liquid detergents sold under the Unilever umbrella for Northern Europe often takes place in various global facilities, with significant production specialized in Southeast Asia and Europe to serve different retail needs.

As of 2026, the brand continues to be a staple in household hygiene, leveraging Unilever's global research and development while maintaining its localized Nordic identity as a leader in effective stain removal and color protection.