Switzerland is witnessing its own "battle of the little bottles" as Novartis Oclea brand muscles in on a market which, in the absence of Yakult or Danone, has until now been led by local producers. But what Novartis is doing may have implications beyond Switzerland. A Europe-wide roll-out is planned - and America may even be in its sights. As we report in our cover story (Danone seeks truce in battle of the little bottles) the most prominent development in the marketing of functional dairy products in Europe has been in the area of fermented milk drinks containing probiotic lactic acid bacteria and sold in tiny, "daily dose" bottles. Pioneered by Japan's Yakult Honsha, Yakult's market-leading product has spawned a host of me-too brands.
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