Keystone Law has been selected to assist breakfast brand Up & Go, in preparation for its attempt to crack the UK breakfast market.

Life Health Foods UK, a joint venture set up between the owners of Sanitarium and finance and investment house Wingate has, this month, launched its innovative liquid breakfast cereal Up&Go, in Britain.

The high fibre and protein wholegrain drink has already seen great success in Australia, where it was launched 15 years ago – going on to become a category front-runner, seen in over 20% of Australian households. Now the brand is hoping to achieve the same outcome in the UK, where the liquid breakfast market remains largely untapped.

Taking on the principal work at Keystone was Lance Feaver, advising on corporate aspects and Phillip Jones dealing with the financial side. Also involved was David Cohen, Denham Bell and Matheu Smith, advising on employee incentives, employment contracts and VAT treatment respectively.

The five lawyer team pays testament to Keystone’s robust culture of cross-border collaboration, demonstrating the firm’s ability to ensure that it provides clients with only the best in specialist advice.

Mark Machray, Corporate Lawyer, Keystone Law

“With the UK’s breakfast industry poised for such change and the liquid breakfast market alone, projected to reach around £300 million over the next five to ten years – Keystone was delighted to have been selected, to play a part in what is clearly a very exciting time for the Sanitarium brand owners and Life Health Foods UK.”

Deon Joubert, Director and Company Secretary, Life Health Foods UK Ltd

“When working on a project from the other side of the world, it is very comforting to know that you have access to a fine legal team with deep experience across a wide array of practice areas. Keystone, and particularly Mark Machray who coordinates the overall relationship with us, was always prompt in responding and always had an expert practitioner available for whatever we needed. Keystone was very much a keystone in this transaction and is highly recommended.”