Potato milk hits Waitrose shelves

Waitrose has unveiled its latest alternative milk Swedish brand Dug’s potato milk, which will be available across its 220 stores this week.

The potato-based drink has been described as “deliciously creamy” and “makes perfect foam in coffee”, according to the supplier.

Dug has even branded its product “the most sustainable alternative in the market” as growing potatoes is twice as efficient as oats and requires less water than almonds.

READ MORE: Waitrose and Lidl top Which? sustainability rankings

The alt-milk is also made in the UK and contains pea protein and rapeseed oil on top of potatoes.

The launch comes as Waitrose said its 2021 sales of plant-based milk were almost a fifth higher than in 2019, with oat milk being its bestseller.

The UK’s plant milk market has an estimated worth of £400 million a year as environmental and animal cruelty concerns and affected consumption patterns.

“Demand hasn’t slowed in this market and we’re seeing customers become more experimental with their alternative milk choices,” Waitrose alternative milk buyer Alice Shrubsall said.

Dug, owned by Veg of Lund, is currently sold online on Amazon and Ocado with Waitrose being a “critical milestone” for its UK in-store debut.

However, Dug potato milk’s RRP is set at £1.80 a litre which is 25p more expensive than its rival Oatly and over 90p more expensive than Waitrose’s own-brand cow milk.

Click here to sign up to Grocery Gazette’s free daily email newsletter



Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest grocery news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.