milk wars - will it affect wcb?

This is my first time posting on this company.
I was reading an article in this morning's paper and it mentioned WCB, so I thought I would start reading up on it.
It's share price has risen nicely over the past few months, and given that it is a takeover target, it should continue to rise some more.
However, I wonder what effect the current milk wars being fought out in the supermarket chains will have on the company's profitability and therefore share price.
Would appreciate your views.