Already in February 2022, the Waitrose supermarket chain will begin shipping the Swedish brand of potato milk Dug to the UK. The British eat boiled, baked, fried and mashed potatoes, now they will drink it.
Potato milk is already considered a competitor to the widely sold alternative milk made from oats, almonds and soybeans. Plant-based milk sales in the UK are growing rapidly and the market is now worth around £ 400 million a year. The British are gradually reducing their consumption of animal products. More and more people include plant-based milk in their diet, adding it to morning coffee or hot chocolate.
Dug claims to be the most sustainable alternative milk producer on the market, based on research by Professor Eva Thornberg of Lund University. Her work says that potato milk has high nutritional value and great taste.
The brand's potato milk has a low carbon footprint. It requires much less land to produce, for example, half the amount required to grow oats. When it comes to water, Dug uses 56 times less water than it needs to make almond milk.