Sanitarium is taking its category leading liquid breakfast, Up&Go, to the UK in a joint venture with a Melbourne company.
Sanitarium has set up the joint venture, called Life Health Foods UK, with finance and investment company Wingate to tap the underdeveloped liquid breakfast market.
The rollout will start next month in Tesco supermarkets after a soft launch on Australia Day, according to a Fairfax Media report
Up&Go still has more than 90 per cent of the $300 million liquid breakfast market in Australia, and Sanitarium hopes to snare at least 60 per cent market share in the UK, in what is its first move outside Australia and New Zealand, according to the report.
Sanitarium has ruled the liquid breakfast category since Up&Go was launched 16 years ago, and although companies like Kellogg's, Nestle and Lion have entered the market recently, Up&Go still dominates the category.
Sanitarium, which is owned by the Seventh Day Adventist Church, has also continued to innovate. In October last year, it launched Oats2Go, a new liquid breakfast that is made predominantly from wholegrain oats.
In the UK, Up&Go will compete with On the Go, a breakfast drink which was launched last January by China's Bright Foods company, Weetabix Ltd.
Life Health Foods UK will reportedly outsource production and distribution of Up&Go to contract manufacturers and third-party distributors.
