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The latest innovation insight from Gama Compass
MANCHESTER – 16th December 2021: This month’s Innovation Insight shines a spotlight on a launch looking to shake up the dairy alternatives category through the power of the humble potato – Dug Potato-Based Milk.
Recently launched by Sweden’s Veg of Lund and positioned as “the most sustainable alternative” to conventional milk on the market, Dug Potato-Based Milk sees potatoes stake their claim among an every-expanding roster of plant-based dairy alternatives, in line with growing uptake of vegetarian, vegan and flexitarian diets. Marketed as “deliciously creamy” and claiming to work “just like any other milk”, Dug is described as being made from a patented emulsion of potatoes and rapeseed oil developed by researchers at Lund University.
With competition in plant-based foods continuing to ratchet up, the pressure on dairy-alternative brands to deliver on multiple fronts is unrelenting. Increasingly this is likely to demand rivalling conventional dairy on taste, texture and indulgence, while simultaneously aligning to expectations around health, and more than ever, ethical concerns linked to climate and sustainability. In this scenario, if it can live up to consumer expectations, potato could be poised to make a substantial impact on a category that remains very much at the forefront of consumer goods innovation.
Image source: Veg of Lund
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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