Up & Go set to be next breakfast drink to go on sale in UK

Up & Go set to be next breakfast drink to go on sale in UK

Australian breakfast drink brand Up & Go is to be launched in the UK.

Three flavours - strawberry, chocolate and vanilla - are set to go on sale at Tesco stores in the country next month with an RRP of GBP1.39 (US$2.11) for a 250ml carton.

Up & Go was launched in Australia by local food group Sanitarium in 1998 and is credited with kick-starting the breakfast drink category.

Sanitarium has since seen rival companies, including Kellogg and Australian dairy group Murray Goulburn, enter the Australian market for breakfast drinks.

The drinks have also appeared in the UK and the US in recent years as companies try to meet demand for more convenient breakfast options.

In the UK, SMEs Lacka Foods and Fresh Marketing have breakfast drinks on sale and were joined last year by Weetabix, which launched its On The Go product.

In the US, companies including Kellogg and Post Holdings have launched breakfast drinks in recent quarters.