Do you Dug it? Potato milk is here so will you be swapping your oat and soya drinks?

Virgin Radio

7 Feb 2022, 16:55

Glass of potato, anyone? New on the supermarket shelves is Dug, a Swedish potato milk brand, smashing into 220 Waitrose as another plant-based milk alternative.

The lucrative industry thought to be worth around £400 million a year in Britain and Dug can be purchased online from places including Amazon and Ocado.

Described as "super sustainable", the made-in-the-UK product contains pea protein and rapeseed oil with, of course, the humble potato. It's thought to have a "neutral" flavour so is suitable in teas, coffee and cereals.

The potato-growing product boasts a lower carbon footprint which is thought to be twice as efficient as oats and uses less water than nuts like almonds.

The cost still isn't on par. Dug's 'barista' costs £1.80 per litre, while a 1.1-litre bottle of Waitrose's own-brand cow's milk costs just 90p.

So who's top of the milk-alternative charts? There's oat milk followed by almond, soya and then coconut.

Alternative milk buyer, Alice Shrubsall, from Waitrose, explained how the sector had "gone from strength to strength" with sales from 2019 now a fifth higher in 2021.

She said: "We’re seeing customers become more experimental with their alternative milk choices."

The jury - and spuds - are out.