A partnership designed to push the envelope of beverage milk distribution and marketing has come to premature conclusion. Bravo! Brands and Coca-Cola Enterprises have agreed to end their 10-year master distribution agreement after economic returns were far below expectations.

Bravo! Brands, which produces flavored milk products sold throughout the U.S., said the termination of the agreement, which began in 2005, allows the company to move forward to finalize its negotiations with a new national distributor for its products.

“This termination of the MDA is a key step in our overall plan to restructure the business into an economically viable model through distribution with another national distributor,” said Ben Patipa, president of Bravo! Brands.

In May, Bravo! underwent a drastic downsizing that included the release of CEO Roy Warren.