Dairy Farmers of Britain is set to benefit from the UK’s growing soft drinks market by distributing fruit juice as part of a unique deal with European branded fruit drink producer Eckes-Granini.

The dairy co-op will grow distribution of the premium drinks brand in the UK, which is already sold in a limited number of Waitrose and Tesco stores.

David Potts, Dairy Farmers of Britain’s group commercial director, said the deal was a fantastic opportunity for the diary and its members.

“It provides a good revenue stream for the business and the fact that Eckes-Granini chose us as their preferred distribution partner is testimony to our standing as a major force within the UK’s food chain,” he said.

“The soft drinks market is growing to the point where ambient and chilled juice and juice drinks combined are nearly as big as colas and carbonates and consumers are moving towards the premium end of the market. 

“Granini is ideally positioned to meet this need and we are very optimistic that it can become a leading brand in the UK, just as it is across Europe.”

Granini’s range of fruit juices, which come in 1 litre packs, will be launched later this month. The Eckes-Granini Group and Dairy Farmers of Britain are also looking at other opportunities in the chilled sector.