Sanitarium are the latest company to embrace the low-sugar trend, releasing two flavours with no added sugar.
The Choc Ice and Vanilla Ice, available in 250ml packs, also have up to 30 per cent less calories.
Sanitarium said they worked with dietitians and food scientists to develop the product, which they developed to keep pace with consumer’s changing preferences.
The launch comes as consumers increasingly look to reduce their sugar intake. Research from Nielsen found that close to a third of Australians are ‘very concerned’ about their sugar consumption, especially women.
And interestingly for brands looking to jump on the trend, they also found consumers were happy to pay more for low sugar products and the sugar concerns were considered to be a mainstream consideration by Nielsen, who found they were held by both high and low affluent consumers and across demographics.
Sanitarium Health Food Company Head of Marketing Ms Jessica Manihera said it has a five-star Health Star Rating, is low GI, provides protein and fibre, has 10 essential vitamins and minerals and is low in fat and salt.
“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,” Ms Manihera said.
“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.”
The flavours will be available in supermarkets nationally from this week and are available in three, six and 12 packs.