Australia’s number one breakfast Up&Go launched in Albert Heijn
Last week the Dutch retailer Albert Heijn has launched four flavours of the Australian breakfast drink Up & Go which is supplied by UK company Life Health Foods ltd., an entrepreneurial British start-up which goal is to revolutionise the breakfast category. The Up & Go drinking breakfast concept perfectly fits the general ‘to go’ trend and taps in on the growing demand for protein and fibre rich products and the healthy benefits of oats.
With the help of Food Marketing Experts Green Seed Netherlands the Up & Go concept was fully amended to the Dutch market with a different, distinguishing packaging and tailor made recipes. The launch in Albert Heijn will be supported with a big social media and PR campaign as well as targeted trade marketing activities.