European dairy specialist Campina has bought flavoured milk brand SuperLife from Lancashire Dairies.
The move, which brings the 20 year-old brand into the same stable as the UK's top-selling flavoured milk Yazoo, is part of part of Campina's strategy to broaden its distribution across the foodservice and multiple convenience sectors.
Superlife, which comes in bottles featuring an innovative flip-top lid, is a particularly strong performer in the former  the arena in which Campina intends to strengthen its position.
Campina's portfolio covers dairy drinks and desserts, yogurts, cheese and fromage frais. UK md John Lee said the acquisition of Superlife would increase strategic options for the company.
"It will also offer better category solutions for retailers and consumers," he claimed.
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The move, which brings the 20 year-old brand into the same stable as the UK's top-selling flavoured milk Yazoo, is part of part of Campina's strategy to broaden its distribution across the foodservice and multiple convenience sectors.
Superlife, which comes in bottles featuring an innovative flip-top lid, is a particularly strong performer in the former  the arena in which Campina intends to strengthen its position.
Campina's portfolio covers dairy drinks and desserts, yogurts, cheese and fromage frais. UK md John Lee said the acquisition of Superlife would increase strategic options for the company.
"It will also offer better category solutions for retailers and consumers," he claimed.
{{MARKETING }}
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