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October 15, 2014

Sanitarium launches oat-based breakfast drink

Sanitarium, the Australian food group credited with kick-starting the breakfast drink category in the country over a decade ago, has added an oats-based product to its range.

By Dean Best

Sanitarium, the Australian food group credited with kick-starting the breakfast drink category in the country over a decade ago, has added an oats-based product to its range.

The company has launched Oats2Go, a product it suggested would stand out from rival breakfast drinks in Australia.

“Unique in its category, Oats2Go is also a source of wholegrain oats. Wholegrains contain all three components of the grain and Sanitarium is currently the only brand to overcome the challenge of being able to deliver a source of wholegrains in a liquid breakfast,” Michelle Reid, a nutritionist at Sanitarium, said.

The Oats2Go drinks are available in three flavours – cocoa, vanilla, plus banana and honey – and can be found in “all major retailers”, Sanitarium said. A pack of three has an RRP of A$4.99 (US$4.36).

Sanitarium launched the Up&Go breakfast drink in 1998 but has seen the likes of Australian dairy group Murray Goulburn and Kellogg, as well as private label, enter the category.

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