Bravo!, a US fortified beverage specialist, has completed a ten-year distribution deal with Coca-Cola Enterprises, in their efforts to launch a range of milk-based sports and energy drinks.

The move is an example of how dairy firms around the world may trade on their natural, healthy image to compete more seriously with traditional soft drinks makers. Slammers Sport Milk is set for launch in the US this summer. It claims to be based on “a growing body of scientific and empirical evidence that suggests milk can play an important role in post-exercise recovery and rehydration”.