Australia’s number one breakfast product aims to revolutionise the UK breakfast category


Up&Go, Australia’s number one breakfast, is aiming to revolutionise the breakfast category with its UK launch next month. Up&Go has been specifically designed to provide the nation with a convenient and nutritious breakfast option, perfect for busy lives.

Up&Go expects to redefine the rapidly expanding on the go breakfast market in the UK, with each drink delivering all the protein, calcium and fibre of a bowl of cereal and milk. In Australia, 40% of all breakfasts consumed on the move are Up&Go.

James McMaster Up&Go CEO 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.”

Up&Go will be investing in an innovative through-the-line campaign that will include National advertising, PR, experiential and mass sampling to introduce the breakfast drink to the UK market with maximum impact.

With 60% of Britons skipping breakfast at least once a week, the launch of Up&Go responds to a growing consumer need for a convenient and nutritious breakfast for busy lives. Up&Go has been packaged in Tetra Pak’s handy 250 ml Tetra Prisma Aseptic cartons, to protect the nutritional goodness inside without the need for refrigeration so you can enjoy it anytime, anywhere.

Each 250ml carton of Up&Go is made with wholegrain oats and is high in protein and fibre but low in fat with around 170 calories per serving. It is also fortified with vitamins, and adapted for the UK market to include vitamin D – a little ray of Australian sunshine!

Up&Go is described as a delicious, smooth breakfast in a convenient drink, available in three flavours: chocolate, vanilla and strawberry. Up&Go will be available in the cereal aisle of major supermarkets from February 2015, with an RRP of £1.39 per carton.