Officially, Dairy Crest was unavailable for comment, but a source confirmed a review of all media requirements was expected, led by marketing director Paul Fraser.
It is likely to include all the company's consolidated media accounts, including Cathedral City cheese, Clover, Country Life, Dairy Crest milk and FRijj fresh shakes.
According to figures from The Nielsen Company, Dairy Crest spent £9.2m on media in the 12 months to 28 February. TV advertising made up the bulk of the business, £9m, followed by £800,000 directed towards outdoor media.
Established in 1981 as the processing arm of the Milk Marketing Board, the company launched Clover, its first mass-market dairy spread, in 1983.
It has expanded its operations through a joint venture with French dairy company Yoplait and a series of national and international acquisitions.
Other brands within in the group are St Ivel, Vitalite, Wexford Cheese and Utterly Butterly.
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