Two new Up&Go flavours to launch in October

Sanitarium Up & Go Choc Ice 250mL-3D_opt
Choc Ice Up&Go, one of the existing flavours in Sanitarium’s Up&Go range.

Sanitarium’s Up&Go will add two new variants to its range in October, with the flavours specifically targeted at attracting new Up&Go consumers.

Up&Go currently has volume share of 62 per cent in the purpose drinks category1, which is worth more than $29.7 million annually2.  Within the purpose drinks category, Up&Go has the top five sellers3.

The new flavours, Up&Go Raspberry, Coconut & Yoghurt and Up&Go Energize Choc Coconut follow the successful launch of Up&Go’S 500ml bottle range in April, which according to Sanitarium has since seen a 32 per cent increase in value sales since launch.

“Over time we have seen consumer needs change as people are increasingly consuming their fuel for the day on-the-go. Research suggests one in five Australians are currently purchasing a liquid breakfast from non-grocery channels2 and 69 per cent of Up&Go purchases from P&C are for immediate consumption,” a Sanitarium spokesperson told C&I Week.

“October will see the launch of two new unique flavours specifically targeted at driving trial and attracting new Up&Go bottle consumers. Research suggests that these new variants have a strong appeal to people who are not currently purchasing the product6.”

Up&Go will be supported in 2016/17 with a massive $12 million through the line campaign across TVC, digital, out-of-home and in-store.

Sanitarium will be exhibiting at the C&I Expo on August 17-18 at the Melbourne Convention and Exhibition Centre. To register to attend the C&I Expo, click here.

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1  Nielsen ScanTrack MAT to 10/07/2016
2  Nielsen ScanTrack MAT to 10/07/2016
3  Nielsen ScanTrack Qtr to 10/07/2016
4  Blackmarket Research Project Upbeat June 2015
5 Vision Critical, UP&GO Flavour Testing Report, March, 2016
6 Good Food Lounge, 2016, Up&Go TURF Analysis, sample size n= 500


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