Dug, a Swedish potato milk brand, is now available in 220 Waitrose stores from this week, marking the first time potato milk has been introduced in UK supermarkets.
Although potatoes are a niche ingredient accounting for less than 0.2% of plant-based milk launches, Waitrose, in its latest food and drink report, predicted that potato milk would be a 2022 best-seller. According to Dug, the carbon footprint of potato milk is significantly lower than dairy milk and potato cultivation is twice as efficient as oats, while the crop uses less water than nuts like almonds. However, cost remains a concern, as a liter of Dug’s potato milk is GBP 1.80 (~USD 2.43), more than double of Waitrose’s cheapest cow’s milk (1.1 liters at GBP 0.90).
Owned by Veg of Lund, Dug’s potato milk is made in the UK and contains pea protein, rapeseed oil, and potato. Its products come in three varieties: original, unsweetened, and barista. Its products are available in Sweden and the UK as well as on sites such as Amazon and Ocado. The startup has a patented emulsion technology and continues to develop potato-based products.
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