Dairy Crest has sold its own label chilled juice business in Kidlington to Princes as part of its strategy to focus on added value and branded operations.

The £11m deal follows the closure of its butter and powder ingredients business in Somerset and a summer of aggressive marketing activity promoting brands, which generate about a third of Dairy Crest’s sales but well over half of its profits.

Former Uniq brand St Ivel Gold is being relaunched this month with new TV ads and new packaging, said CEO Drummond Hall.