Brownes Dairy has expanded into the meal replacement category with a new brand, Full+.

In a statement issued today (19 February), the Australian dairy producer said Füll+ was created as a “direct challenge to the traditional drive-thru”.

The company described the product as a “first-of-its-kind solution that bridges the gap between thin protein supplements and processed convenience meals”.

Chief executive Natalie Sarich-Dayton said: “We are reclaiming the term ‘fast food’. For too long, fast food has been synonymous with nutritional compromise. Füll+ is the antithesis of that.”

From this week, Füll+ is being rolled out through Australian grocer Coles with two products: chocolate and iced coffee.

Brownes said the product differs from shelf-stable (UHT) shakes by being a milk-based liquid meal.

The company said each serving contains 35 grams of protein, 18 vitamins and minerals and more than five grams of fibre.

“Protein is the missing piece of the puzzle for those skipping meals,” Sarich-Dayton said.

“It acts as the primary building block for everything from immune function to muscle repair. Füll+ is the first liquid meal in Australia that actually delivers on the promise of convenience while providing genuine sustenance and staying power, not just a quick hit of protein.”

The product debut also comes as Brownes Dairy prepares to formally pursue a buyer or new investment in the business this year.

McGrathNicol Restructuring was appointed receiver over the shares in Australian Zhiran Co. Pty Ltd, Brownes Dairy’s ultimate holding company, in April.

Brownes Dairy, founded in 1886, describes itself as Western Australia’s oldest dairy company and sells yoghurt, cheese and coffee through major Australian grocery retailers.

The business was put up for sale after China’s Mengniu Dairy Co. called in a $200m loan.