Dairy Farmers of Britain is preparing to milk the fruit juice market with the launch of Granini into the UK.

Steve Wheatley, sales and marketing director for Granini UK, said the deal between The Eckes-Granini Group and DFB was a first for the sector — a non-dairy brand brought to market by a leading dairy farmer co-op.

DFB had the sales expertise to establish Granini as a major UK player, he said, adding: "The distribution deal is part of our long-term strategy to deliver greater financial return for DFB members."

Wheatley, previously with Müller Dairy (UK) as Tropicana divisional sales controller, has 12 years experience of building major fruit juice brands.

The Granini range includes orange, mango, pear, multi-fruit, cranberry, peach and ACE (carrot, orange and lemon juice containing additional vitamins A, C and E).

The Eckes-Granini Group and DFB are looking at further opportunities in the UK chilled sector.