Sanitarium’s Up&Go will add two new variants to its range in October, with the flavours specifically targeted at attracting new Up&Go consumers.
Up&Go currently has volume share of 62 per cent in the purpose drinks category1, which is worth more than $29.7 million annually2. Within the purpose drinks category, Up&Go has the top five sellers3.
The new flavours, Up&Go Raspberry, Coconut & Yoghurt and Up&Go Energize Choc Coconut follow the successful launch of Up&Go’S 500ml bottle range in April, which according to Sanitarium has since seen a 32 per cent increase in value sales since launch.
“Over time we have seen consumer needs change as people are increasingly consuming their fuel for the day on-the-go. Research suggests one in five Australians are currently purchasing a liquid breakfast from non-grocery channels2 and 69 per cent of Up&Go purchases from P&C are for immediate consumption,” a Sanitarium spokesperson told C&I Week.
“October will see the launch of two new unique flavours specifically targeted at driving trial and attracting new Up&Go bottle consumers. Research suggests that these new variants have a strong appeal to people who are not currently purchasing the product6.”
Up&Go will be supported in 2016/17 with a massive $12 million through the line campaign across TVC, digital, out-of-home and in-store.
Sanitarium will be exhibiting at the C&I Expo on August 17-18 at the Melbourne Convention and Exhibition Centre. To register to attend the C&I Expo, click here.
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1 Nielsen ScanTrack MAT to 10/07/2016
2 Nielsen ScanTrack MAT to 10/07/2016
3 Nielsen ScanTrack Qtr to 10/07/2016
4 Blackmarket Research Project Upbeat June 2015
5 Vision Critical, UP&GO Flavour Testing Report, March, 2016
6 Good Food Lounge, 2016, Up&Go TURF Analysis, sample size n= 500