French milk products firm Senoble could be poised to acquire the once-renowned Chambourcy brand.

This follows the liquidation of Chambourcy’s Bordeaux-based parent company, CBSA.

A household name in France with its “Chambourcy, Oh Oui” ad slogan, the brand was formerly owned by Swiss giant Nestlé, which relinquished control in 1998.

However, whether family-owned Senoble will able to revive the brand remains to be seen as the sale of Chambourcy by Nestlé is said to have made provision for pre-emption rights which the Swiss group, in theory, would have the possibility to activate.

Senoble, which posted a 2001 turnover of €503m (US$500.9m), is France’s third largest fresh milk products firm, manufacturing under its own brand and on behalf of retailers.