Trade Press Release

Sanitarium teams up with Frucor to drive growth in Impulse.
 
In a move aimed to drive growth of the portable breakfast occasion, Sanitarium has appointed Frucor as its master distributor of Up & Go Liquid Breakfast 350ml and Up & Go Energize 350ml in the impulse channel.
 
“On the go” breakfast represents a massive opportunity, and Up & Go has driven the development of this category for the past 15 years. Over 5 million Aussies are eating breakfast outside of the home and the trend is growing. Up & Go currently has more than a 60% share of the purpose drink market and has contributed over $1 million growth just to P&C in the past year. With this partnership in place Sanitarium and Frucor will work with the trade to manage the growth of the category in a powerful way.
 
The current distribution model remains in place until January 6, when the master distributor role becomes effective.