Sanitarium Health & Wellbeing has been in operation for over 100 years as a fast moving consumer goods company specialising in the manufacturing of food and beverage products. The company’s food and beverage business operates across Australia and in New Zealand, employing approximately 1,200 people.

UP&GO, Australia’s top selling liquid breakfast, is formulated to supplement a diet that may be low in energy or vitamins and minerals. Originally available in 250mL and 350mL beverage cartons (or ‘juice boxes’), UP&GO is now available in 500mL bottles, which offer greater convenience and portability for consumers wanting a larger serve size. The 500mL bottles contain “the protein, energy and fibre of 4 Weet‐Bix and a cup of milk” in every 500ml serve*. UP&GO bottles were launched in April 2016 into petrol and convenience nationwide and into grocery in November 2016. UP&GO is formulated to provide lasting energy, and protein and fibre for consumers who may otherwise be breakfast skippers or inclined to consume a less nutritious breakfast.

The direct benefits of UP&GO 500mL bottle is the nutrition it provides. It is high in protein, high in fibre, and contains 10 essential vitamins and minerals. The indirect benefits of the new 500mL bottles relate to the benefits that convenience and portability affords. The bottle’s convenience makes good on‐the‐go nutrition easier; the bottle’s portability makes good nutrition practical.

Research determined that not only did consumers want a larger serve size but they wanted greater convenience. The new UP&GO 500mL bottles offer a mutual benefit for the consumer and the product. Consumers appreciate the convenience of the bottle and, as indicated in the discussion of shelf life studies, their experience of the sensory properties of the product are enhanced by consumption from the bottle.

The UP&GO bottles are available in petrol and convenience nationwide and are now also being stocked in the front fridges at Woolworths, which makes it even more convenient for consumers to purchase the product.