Up&Go Kids - Strawberry

Australian breakfast brand Up&Go is set to launch two new ranges in the new year as it seeks to expand its reach in the UK breakfast market.

A trio of breakfast drinks for kids will roll out in January, while a range of vegan and gluten-free Breakfast Balls will make its debut in February. Supermarket listings are yet to be confirmed. 

Available in banana, chocolate and strawberry flavours, Up&Go Kids Breakfast Drinks blend oats and milk with added minerals and vitamins including iron, vitamin C and vitamin B12 for a “fuss-free breakfast on-the-go” that doesn’t comprise on nutrition, the brand said.

The school-approved 180ml wedge cartons come with a straw and have an rsp of £3 for a pack of four.

Up&Go Breakfast Balls are made with gluten free oats, fruit and nuts and “nothing else at all”, according to the brand. They are vegan-friendly, naturally high in fibre and contain 15% protein with no added sugar.

Available in three variants - Banana, Almond and Flax Seed; Cacao, Hazelnut and Chia Seed; and Strawberry, Cashew and Golden Linseed - each 48g bag (rsp: £2) contains three balls for a “for a perfectly wholesome and nutritionally balanced breakfast”.

The NPD follows a management shake-up of Up&Go by owner Life Health Foods in August, which saw CEO James McMaster replaced by Chris Laidlaw from spirits giant Diageo.

Laidlaw has been tasked with building a portfolio of “wellbeing” brands to sit alongside Up&Go through the acquisition of small and medium-sized fmcg brands as LHF seeks to become a Europe-wide supplier across numerous health and wellbeing categories.

However, he insisted in August that Up&Go, which was relaunched earlier this year to address disappointing sales, would continue to be the “backbone” of the business.