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‘Old brands have not disappeared for nothing’
AMSTERDAM – yogurt! Yogho!, Appelsientje, Ranja, Droste; who remembers those brands? For those who think they no longer exist: nothing could be further from the truth. Investors gamble on consumers’ sense of nostalgia and bring them back on the market, with a (sugar-free) touch of today. Sometimes that ends in a nice resale, as with Ranja, sometimes again with an inglorious goodbye.