UP&GO launches first “people-powered dairy-free solution”

Within two decades of its launch, UP&GO has gone from an emerging new player to arguably the biggest brand in the breakfast cereal category – but until now it hasn’t offered a dairy-free solution.

To engage with the passionate consumers who have been actively demanding a dairy-free alternative, UP&GO created a ‘Brains Trust’ to put the power in the hands of these consumers.

Following months of discussions, 3,500 Brains Trust members have been pivotal in the creation of UP&GO Dairy Free, providing input on everything from the variant name to the pack design and colour palette.

Jaemes Tipple, Senior Brand Manager, Sanitarium spoke of the brand’s first ever “people-powered dairy-free solution” and the research that went into its creation.

“While it’s known that more and more Aussies are turning to dairy-free lifestyles either out of necessity or out of choice, our research brought to life some hard-hitting realities of what it means to be someone who follows a dairy-free lifestyle today.

“With our new UP&GO Dairy Free, they don’t need to compromise; it contains all the goodness of original UP&GO and the same great taste.”

The launch of UP&GO Dairy Free comes at a time when Australians are increasingly looking for plant-based alternatives, says Trish Guy, Senior Dietitian, Sanitarium.

“UP&GO Dairy Free has retained all the nutritional benefits in the original UP&GO and is packed with nutrients, including protein, fibre, 10 vitamins and minerals including calcium and vitamin B12, which are important nutrients for people following a dairy-free/plant-based diet. This makes it a great low GI option for busy mornings and active lifestyles. Plus, it’s also gluten free,” she says.

UP&GO Dairy Free is available now in two flavours – Choc Ice and Vanilla Ice.

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