"In 2009 there was a new player in drinking milk products. Arla Foods acquired all chilled fresh dairy products under the Friesche Vlag brand and instantly became a major force in drinking milk because of the takeover of part of the Friesche Vlag brand. This acquisition created an unusual situation as the ambient Friesche Vlag range is still owned by Royal Friesland Foods NV. This means that the ambient products of Friesche Vlag are in competition with the chilled drinking milk products with the same brand name, but with a different owner at national level."
- Euromonitor, Outubro de 2010, sobre o consumo de leite na Holanda
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