Swedish company Veg of Lund has launched potato milk, developed in three different versions under the DUG brand.
Potato-based DUG was designed to satisfy high consumer demands with regard to taste, texture and sustainability.
The award-winning beverage is based on potatoes, a root vegetable that is grown locally throughout Europe, providing the product with one of the smallest climate footprint in its category. Potatoes can be cultivated almost anywhere, and they don’t need much at all to grow. One hectare can yield over a quarter of a million portions of food, with a very low carbon footprint.
Potatoes contain almost all the nutrients the humans need. And they are a very filling food so you don't need to eat a lot of them. In fact, potatoes have a low glycaemic load (GL). They won't make you fat and won't affect your blood sugar as much as pasta or rice. They contain a perfect mix of protein, vitamins, minerals, fibre and carbohydrates. Some types of potatoes also contain many antioxidants. All you would need to add is vitamins A and D.
DUG drinks is made from patented emulsion of potatoes and rapeseed oil developed by Professor Eva Tornberg at Lund University in Sweden.
The DUG range comprises three flavours: Original, Unsweetened and Barista. With its taste-neutral profile, these plant-based beverages are ideal for both stores and coffee shops. DUG Original and DUG Unsweetened are great for cereal bowl, smoothies and drinks. Both can be used in many vegan recipes, for cooking, baking and simply enjoyed by the glass. DUG Barista is a delicious potato-based drink designed to add creaminess to coffee and tea and it foams just like the dairy milk. DUG milk will never separate!
All DUG milks are free of allergens such as lactose, milk, soy, gluten and nuts. At the recent World Food Innovation Awards 2021 the DUG potato-based milk was the winner in the Best Allergy-Friendly Product category.
“We have worked intensively to develop DUG over the year; I am very proud that we have made it this far despite some delays resulting from COVID-19. With our new brand and a distinct packaging design, I believe there are good opportunities for Veg of Lund’s potato milk to become an attractive beverage for all consumers who are looking for a tasty and creamy alternative to milk and the existing plant milks on the market. The market potential is strong and growing,” said Thomas Olander, CEO of Veg of Lund AB.
“There are plant-based dairy products made of other produce, but I am convinced that DUG will find a warm response. Our range of products to be launched will allow consumers to find their personal favourites. Original is for those who want a tasty and healthy beverage. The Unsweetened version is for those who, for example, want to have their potato milk with their breakfast cereal. For those who would like to enjoy a cup of tea, coffee or hot chocolate with beautiful Latte Art, a Barista version is also available,” says David Sandberg, Veg of Lund’s Head of Sales.
“Potato milk is the genius beverage and we wanted to find the appropriate robust brand. The word ‘dug’ was obvious, we dug deep and discovered a new plan-based dairy alternative. The sustainability profile of DUG® will be the strongest on the market, with a quarter of the carbon footprint compared with milk of animal origin, with efficient use of land and very low water consumption. DUG® has a neutral taste profile, and the content is healthy and free of allergens. Furthermore, we have chosen a carton container from Tetra Pak, which meets our quality and environmental demands and at the same time allows us to achieve a clear graphic expression. I am positive that our potato milk will create a buzz and that it will sell well alongside the plant-based smoothie products of Veg of Lund,” he added.
The production and packaging in one-litre Tetra Brik Aseptic containers for the UK market is carried out at the Frampton facility in Shepton Mallet, Somerset, England.