Sanitarium™ launches new UP&GO™ No Added Sugar

Sanitarium Health Food Company has launched UP&GO™ No Added Sugar - its most significant product innovation in the liquid breakfast category since debuting UP&GO two decades ago.  

UP&GO No Added Sugar has all the goodness of original UP&GO, with no added sugar and up to 30 per cent less calories. 


Sanitarium Health Food Company Head of Marketing Ms Jessica Manihera said UP&GO No Added Sugar was created to keep up with changing tastes and preferences.

“Our dietitians and food scientists have worked hard to create a product that gives consumers the no added sugar start to the day they have been asking for, while delivering the same convenient nutrition as original UP&GO,” said Ms Manihera.

“Alongside natural sugars, which come mainly from the skim milk powder, plant-based sweeteners help give UP&GO No Added Sugar its great taste without the added calories.

“We’re confident UP&GO No Added Sugar will reignite category growth by appealing to new customers who are seeking a nutritious brekkie on-the-run or an energy top up at any time of day without the added sugar.”

UP&GO No Added Sugar has a five-star Health Star Rating. It is low GI (GI value 44), provides protein and fibre, plus 10 essential vitamins and minerals. It’s also low in fat and sodium.

UP&GO No Added Sugar Choc Ice and Vanilla Ice 250mLs will be available in supermarkets nationally and comes in a range of 3, 6 or 12 packs. A single 350mL pack will be available through convenience channels and petrol stations. The launch of UP&GO No Added Sugar will see Sanitarium replace UP&GO Reduced Sugar.

UP&GO was a world first when launched by Sanitarium Health Food Company in 1997. It was created to address the growing trend of breakfast skipping and to provide a quick and easy way to gain a variety of the essential nutrients, fibre and protein a traditional cereal breakfast would provide.

Within two decades, UP&GO has gone from an emerging new player to the biggest brand in the breakfast cereal category, with one in five household buying the product.

Last updated 28 January 2020