Campina UK buys Superlife
a strong position in the important foodservice sector in the UK.
Campina UK, the UK branch of Campina, the Dutch group which is a major player in the European dairy sector, has acquired the Superlife flavoured milk brand from Lancashire Dairies for an undisclosed sum.
Superlife has been around for 20 years, and is one of the leading flavoured milk brands sold in the UK foodservice and out-of-home channels.
Since Campina already owns Yazoo, the UK's number one flavoured milk drink, the purchase of Superlife is a strategic decision by the company to broaden its distribution across the food service and multiple convenience sectors.
Superlife currently holds a 5.3 per cent share of the in-home market for flavoured milk, and has strong sales through foodservice customers. It was this latter strength which was particularly attractive for Campina, which is attempting to strengthen its position in the foodservice sector.
John Lee, Campina UK's managing director, said: "Campina is confident that the purchase of Superlife will increase strategic options for the comapny and also offers better category solutions for retailers and consumers. We are looking forward to the opportunities the ownership of Superlife will offer us in the future."
He continued: "Our continued growth in the dairy drinks category reflects that of our overall portfolio, including yoghurts, dairy desserts, cheese and fromage frais."
