Oat-based breakfast drink Up&Go has revealed a new-look pack design, supported by a major marketing push.

The new look will be supported by a heavy-weight multi-media marketing campaign.

Commenting on this progressive step, James McMaster, CEO at Life Health Foods, said: “Our UK launch has provided us with invaluable first-hand insights, the opportunity to listen to our consumers and to use our learnings to fine-tune the Up&Go offer across key elements, such as design communication, pack size and resealability.

“The breakfast drink category is growing fast at 60% year-on-year*, but it is still small and crying out for a ‘specialist breakfast drink’ brand, like Up&Go, that resonates with people who believe there are better things to do than sit down for breakfast, whilst investing in the educational marketing the category needs to reach its full potential.

“Up&Go hits the core consumer sweet spot, with a unique active adventure lifestyle proposition and breakfast-led nutritionals, containing oats, as well as more protein than two eggs, more fibre than two pieces of toast and more calcium than a pot of yogurt.”