Convenience meets nutrition in breakfast innovations

Better-for-you, allergy-friendly, and convenient products are trending in the breakfast aisle. For example, the value growth of gluten-free options across all breakfast segments is +5.7% and units are up 4.9% (Source: Circana).

From probiotic porridge to organic granolas and nutritious breakfasts on the go, there is always something new arriving in store.

UP&GO: NZ’s #1 Breakfast brand fuels growth with purpose and innovation

In a market where convenience and nutrition increasingly go hand in hand, UP&GO continues to set the pace, holding its position as New Zealand’s #1 breakfast brand*. Built on Sanitarium’s purpose to share healthy, nutritious food, UP&GO has carved out a powerful space in Kiwi households by delivering what time-poor consumers need most: a balanced breakfast that’s ready to go when they are.

The brand’s strong and sustained growth is fuelled by a deep understanding of evolving lifestyles. Whether it’s active teens, busy parents, or young professionals, UP&GO consistently delivers nutritious energy with no compromise on taste, convenience, or wellbeing.

“We have recently launched new SKUs to market, designed to meet emerging consumer needs and strengthen go category. “The innovation lands alongside new protein communications, showcasing a bold new look and feel that champions everyday strength, vitality, and the camaraderie found in today’s fitness culture,” says Kurtis Geering, UP&GO Brand Manager NZ. With a portfolio spanning high protein, no added sugar, dairy-free, and gluten-free options, UP&GO continues to lead in both value and volume. Backed by targeted media, digital campaigns, and strong in-store presence, the brand is engaging a new generation of shoppers while deepening trust with loyal consumers.

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*Circana Scanned Sales UP&GO no.1 Brand in Breakfast L13 Weeks

Healthy options from Muesli & Co

At Muesli & Co, we believe breakfast should be simple, nourishing, and full of flavour. Based in Nelson and proudly small-batch, our range of gluten-free, paleo, and keto-friendly mueslis has earned a loyal following among health-conscious consumers throughout New Zealand. Our products are now stocked in over 65 supermarkets across South and North Island stores. Our 350g range features top-performing blends like Keto Power, Blueberry & Fig, Date & Cranberry, Ginger Crunch Granola, Blueberry & Banana — all made without refined sugar or additives. Each recipe is thoughtfully crafted, using nuts, seeds, coconut, and fruits, offering the perfect balance of nutrition and indulgence.

Our small team handcrafts every batch at The Food Factory in Nelson, under strict food safety protocols. From flavour to function, we’re passionate about creating food that’s honest, high-quality, and aligned with today’s wellness values.

We’re proud to be part of the growing health and wellness movement in Aotearoa — and we look forward to continuing to innovate and inspire through real food.

General Enquiries: hello@muesliandco.co.nz

Sales – South Island: 1supremeagencies@gmail.com

Sales – North Island: mike@integritysalesgroup.co.nz

The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@fmcgbusiness.co.nz