Lancashire Dairies plans to go head to head with Yazoo in the lunchbox sector of the flavoured milk market, rolling out full distribution of its 200ml handy-size Superlife Grab n' Go range. The calcium-enriched strawberry, chocolate and banana flavours, already available in smaller outlets, go on shelf in Tesco, Londis and Booker later this month (rsp: 35p, singles; £1.09, four-packs). The company aims to broaden the sector's appeal to seven to 14-year-olds, claiming brand leader Yazoo's sweeter recipes and dinosaur-decorated packaging are targeted at younger children. "Grab n' Go bottles are designed to fit neatly into kids' hands," said sales and marketing director David Girdler. "Children of this age love to drink from the bottle." The move comes as dairy drink producers are aiming to boost appeal in other sectors. The Grocer reported last week that Yoplait Dairy Crest has launched a £3.5m campaign to broaden its Yop yogurt drinks to young adults. Lancashire Dairies is also due to increase distribution of Benecol Milk, developed with the cholesterol-reducing brand's owner McNeil Consumer Nutritionals. {{P&P }}