DUG®, the world’s only potato-powered plant-based milk, is hitting retail shelves this January with a new, low in sugar, maltodextrin-free recipe with an even better taste and a longer shelf life.
DUG®’s new and improved recipe is set to attain new heights with its creamy yet neutral taste profile and cleaner label, with all but the most essential nutrients stripped out. With the maltodextrin removed it offers a more milk-like consistency and can be used just like any other milk – poured onto cereal, mixed into smoothies, used for cooking or just enjoyed by the glass.
DUG® also foams up fabulously in coffee and adds creaminess to any hot drink, making it the ultimate sustainable choice for baristas and coffee or tea lovers. And thanks to its patented potato-based emulsion, it doesn’t separate in hot drinks or when used in cooking and baking.
One of the hottest new food trends of 2022, Veg of Lund, the company behind DUG®, has listened to consumer feedback and refreshed the recipes of its Barista, Original (now both low in sugar) and Unsweetened varieties to make them even more appealing to those looking for an alternative to dairy. And with a longer shelf life that benefits both retailers and consumers alike.
Low in saturated fat, DUG is fortified with Calcium, Vitamin D, Vitamin B12, Riboflavin, and Folic Acid. And that’s not all. DUG is free from the top 14 most common allergens, including lactose, milk, soy, gluten and nuts, making it an ideal choice for allergy sufferers and those with intolerances.
DUG is also planet friendly. That’s because potatoes don’t need much to grow at all, making them a super-sustainable crop, which is why DUG’s climate footprint is two-thirds lower than cow’s milk. Growing potatoes is also twice as land efficient as growing oats and uses 98% less water than almonds.
This award-winning, delicious, vegan-friendly, plant-based potato drink has its roots in science and research. It was developed by Professor Eva Tornberg at Lund University in Sweden whose company, Veg of Lund is on a mission to help more people follow a plant-based lifestyle, that will benefit their health and our planet’s future. It is committed to environmental sustainability, minimising its climate footprint through efficient land use, low water consumption and low carbon emissions.
Graham Stonadge, UK sales director for Veg of Lund UK, the company behind DUG comments: “DUG caused a stir in the £335 million milk alternatives market in 2022 thanks to its unique potato-power. It has given other plant-based milks including oat and almond milk a run for their money and ‘dared’ consumers to try something completely different from anything else available in the category.
“Their feedback has enabled us to revisit the DUG recipe in order to make it smoother, cleaner and more milk-like in consistency, whilst maintaining its neutral taste profile – which is one of the reasons consumers tell us they love it. We’ve also been able to extend its shelf life, making it more appealing to retailers and consumers and helping to reduce wastage.”
“It’s been a hugely successful first year for DUG and we strongly believe it has the credentials to be the ‘go-to’ brand for consumers who are moving away from dairy and who care enough about sustainability to seek the best alternatives, or who unfortunately suffer from intolerances to one of the top 14 allergens.”
UK sales of plant milks are growing at a rate of 16% year on year and the UK’s plant-based milk market is the third largest in value of all Western countries. More than a third (34%) of UK consumers now regularly purchase milk alternative products, with 11% opting solely for these alternatives. 31% of UK adults say they’d be willing to swap away from dairy.
DUG is available from www.dugdrinks.com, Waitrose & Partners, Holland & Barrett, Whole Foods Market, Amazon, Ocado, The Vegan Kind Supermarket and the Naturally Vegan Supermarket (1L £1.80).
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