Australian food group Sanitarium has developed a reduced-sugar version of its breakfast drink brand Up & Go for its domestic market.

The company said the new line, which contains a third less sugar than the standard Up & Go, had been launched after feedback from shoppers.

“We know that some consumers are looking to reduce their sugar intake,” Daniel Derrick, Sanitarium’s general manager for marketing, said.

The product is available in packs of three and in two flavours – Choc Ice and Vanilla Ice – at an RRP of A$4.79 (US$3.72).

Sanitarium started the breakfast drink category in Australia when it launched Up & Go in 1998.

Last week, Up & Go was launched into the UK’s fledgling breakfast drink sector, taking on the likes of Weetabix and smaller firms including Fresh Marketing and Lacka Foods.