Be Fast - a new flavoured and fortified milk drink billed as ‘breakfast on the go’ - is making its on-shelf debut in Asda, and is targeting £10m in first-year sales.

Be Fast contains 90% milk and 190 calories in each 250ml bottle, as well as 6g of fibre - said to be equivalent to two servings of cereal - obtained from chicory and beta-glucan from oats.

Be Fast brand owner Lacka Foods was targeting males aged 15 to 25 who “wake up late and need to get out of the house fast” as well as mums so busy getting everyone else out “they neglect themselves”, the company said.

Many consumers just wanted to get up and get out of the house in the morning and spoons or hot water were just too much hassle, said Zoe Austin, marketing manager of Lacka Foods. “Consumers want something that will fill them up until lunchtime and cereal bars just don’t cut the mustard.”

Be Fast scored an Asda listing in 313 stores from 25 October (last Thursday) and is available in vanilla, strawberry and chocolate (rsp: £1).

Asda said the product would meet demand for alternatives to sit-down breakfast products. “Breakfast on the go products are exploding right now and we see Be Fast as a super convenient product,” said category planning manager Katie Derry.

The launch is hot on the heels of a similar launch in New Zealand earlier this month. Fonterra Foodservices launched Anchor Fast Start - a “liquid breakfast” with the nutrition of a bowl of oats and milk.

The chicory and oat fibre both brought benefits in terms of heart Health, slow energy release, reducing and emulsifing fat, and in generating a ‘full’ feeling, Lacka claimed. Be Fast contains 11 vitamins and minerals including 50% of calcium RDA, 50% folic acid RDA, and 13% Vitamin C RDA.