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Causing a stir

sanitariumUp & Go plans to cause a stir within the liquid breakfast category in the UK after launching on British supermarket shelves earlier this year.

In Australia, Up & Go has dominated the category since it launched in 1998, with the Sanitarium-owned brand holding more than 90 per cent of the market.

Earlier this year it launched in the UK, its first move outside of Australia and New Zealand, through a joint venture partnership, and is now stocked at British supermarket chains including Tesco.

Daniel Derrick, GM marketing at Sanitarium, told Inside FMCG there are two other major competitors in the UK market, however, he says their offers “aren’t capturing the imagination of the UK population”.

“Whilst we are walking into a market where there are existing competitors we’re confident our offer will be seen by both retailers and consumers as significantly superior,” Derrick said.

In Australia, Up & Go has shifted its focus to product innovation, launching Oats2Go, the only liquid breakfast on the market to contain wholegrain oats, and a new reduced sugar range, Up & Go Reduced Sugar, which contains one third less sugar than regular Up & Go.

“Up & Go is in close to one in two households in Australia, and yet that means that there’s one in two households that don’t have Up & Go. We’re looking to cater for those people who have currently avoided Up & Go as a proposition,” he said of the brand’s new ranges.

“We’ve had close to 15 competitors who attempted to launch an offer over the years but have all failed. They all failed quite simply because they don’t have the same nutritional creditably as Up & Go. Offers that lack nutritional creditably just don’t last in the market.”

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