Dairy alternative potato milk arrives on supermarket shelves

Fortified with folic acid, vitamin D and calcium, it’s vegan, gluten-free and lactose-free, so suitable for pretty much every type of diet, and it even froths up nicely for cappuccinos.

Waitrose predict the milk will be huge in 2022 and from this week will be stocking three varieties of DUG potato milk from the Swedish brand Veg of Lund, in selected stores.

Waitrose predict potato milk will be huge in 2022 and from this week will be stocking three varieties from DUG. Photo: PA

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Sales of the new plant-based beverage began in Sweden at the end of May last year.

Veg of Lund CEO, Thomas Olander, said: "We have a good product that we are proud of. Taste and climate footprint have impressed both consumer and expert panels.

"Our choice to use potatoes as a base means that we have a super-sustainable drink.

"Potatoes don’t need much to grow at all, making them a super-sustainable crop compared to others like soybeans, almonds or oats. Not to mention dairy products.”

Sales of Veg of Lund’s DUG began in Sweden at the end of May last year. Picture: DUG

In the World Food Innovation Awards 2021, DUG was nominated in four classes and named winner of Best Allergy-Friendly Product. It also received a special award in the category Best Plant-Based Beverage.

In January, abillion, a rapidly growing social e-commerce platform designed to help people and businesses around the world be more sustainable, identified the plant-based trends that will define the year ahead.

Speaking about the findings, Founder of abillion, Vikas Garg, said: “We've never seen consumers driving change in the food space like we're seeing with the rapid evolution of plant-based foods.

“There will be more than 10,000 new brands in 2022.”

DUG is available in three flavours: Original, Barista and Unsweetened. For more information, visit the DUG website.