Australian breakfast brand Up&Go is set to launch its range of breakfast drinks in the UK.
Packaged in Tetra Pak’s 250ml Tetra Prisma Aseptic cartons, each drink in the range is said to offer all the protein, calcium and fibre of a bowl of cereal and milk. Up&Go is made with wholegrain oats and is low in fat, with around 170 calories per serving. It is also fortified with vitamins, and the UK version of the product has been adapted to include vitamin D.
Up&Go has been sold in Australia for 15 years and is the country’s largest selling breakfast brand. Last year, we reported the launch of its Oats2Go in the Australian market, which prompted Kellogg and General Mills to enter the category in the US. Its UK introduction will be seen as a direct challenge to existing liquid breakfast products such as Nosh, the quinoa and yogurt-based breakfast drink brand that announced its launch last month.
Up&Go CEO James McMaster said: “Up&Go has a unique opportunity to follow in the footsteps of our friends down under and lead the revolution of breakfast in the UK. At Up&Go we want to provide a product for life’s go-getters who want to get up and go for their next adventure.”
Available in chocolate, vanilla and strawberry flavours, Up&Go will be available in the cereal aisle of major supermarkets nationwide. In order to promote the new UK arrival, the brand is investing in a through-the-line campaign that will include national advertising, PR, experiential and mass sampling.
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