Sanitarium Health Food Company has launched UP&GO™ No Added Sugar – its most significant product innovation in the liquid breakfast category since debuting UP&GO two decades ago.  

UP&GO No Added Sugar has all the goodness of original UP&GO, with no added sugar and up to 30 per cent less calories.  

No Added Sugar Choc Ice and Vanilla Ice 250mL packs are now available nationally, with the back-to-school period traditionally one of the biggest sales weeks for the breakfast category. 

Sanitarium Health Food Company Head of Marketing Ms Jessica Manihera said UP&GO No Added Sugar was created to keep up with changing tastes and preferences. 

“Our dietitians and food scientists have worked hard to create a product that gives consumers the no added sugar start to the day they have been asking for, while delivering the same convenient nutrition as original UP&GO,” said Ms Manihera. 

“Alongside natural sugars, which come mainly from the skim milk powder, plant-based sweeteners help give UP&GO No Added Sugar its great taste without the added calories. 

“We’re confident UP&GO No Added Sugar will reignite category growth by appealing to new customers who are seeking a nutritious brekkie on-the-run or an energy top up at any time of day without the added sugar.”

UP&GO No Added Sugar has a five-star Health Star Rating. It is low GI (GI value 44), provides protein and fibre, plus 10 essential vitamins and minerals. It’s also low in fat and sodium.

The launch of UP&GO No Added Sugar will be supported by an extensive marketing campaign including television, social media,online and retail advertising as well as sampling and point of sale. 

UP&GO No Added Sugar Choc Ice and Vanilla Ice 250mLs will be available in supermarkets nationally and comes in a range of 3, 6 or 12 packs. A single 350mL pack will soon be available through convenience channels and petrol stations. The launch of UP&GO No Added Sugar will see Sanitarium replace UP&GO Reduced Sugar.

UP&GO was a world first when launched by Sanitarium Health Food Company in 1997. It was created to address the growing trend of breakfast skipping and to provide a quick and easy way to gain a variety of the essential nutrients, fibre and protein a traditional cereal breakfast would provide. 

Within two decades, UP&GO has gone from an emerging new player to the biggest brand in the breakfast cereal category, with one in five households buying the product.