Waitrose is to start selling potato milk - but customers don’t quite know what to make of it.
The supermarket is expanding its plant-based range of products by adding Swedish potato milk brand Dug to its shelves this February.
Dug is owned by the startup Veg of Lund and describes itself as tasting “deliciously creamy“ and “makes perfect foam in coffee” because it ”works just like any other milk”.
There are currently three versions available - original, barista and unsweetened - and it is tipped to take on other big selling alt-milks made from coconut, oats, almonds and soy.
But shoppers have since been left wondering if Waitrose, which has 330 stores, is pulling their leg with their latest announcement.
One said: “Get out of here. Potato milk. That is a joke.”
Another tweeted: “No need to pay £3 a litre. If you Google it you can make your own - since it's, er, potatoes with water. Now for that frothy cappuccino…”
You can currently buy three one litre bottles of Dug for £11 on Amazon and it is also sold by The Vegan Kind Supermarket and Navesu.
Waitrose hasn’t said if it will stock all three flavours of Dug or what the retail price will be.
In its annual food and drink report Waitrose said it predicts 2022 “is the turn of the potato” as more people incorporate plant-based products into their diet.
Would you drink potato milk? Let us know in the comments below.
It said: “Products, flavours and trends we can expect to see more of in 2022 include potato milk, umami, craft pre-batched bottled cocktails and climatarianism (a diet focused on reducing your carbon footprint).”
The Waitrose report is based on analysis of its sales data for the past 12 months as well as a poll of 2,000 consumers
The posh supermarket said its results also shows how its shoppers are becoming more eco-conscious when it comes to food.
Waitrose claims 70% of those it surveyed said the carbon footprint of their food was either “very” or “somewhat” important to them.
Alice Shrubsall, buyer at Waitrose & Partners, said: “We are really excited for DUG to launch in Waitrose, working in collaboration with Veg of Lund to inspire and educate the Waitrose customers about new and emerging dairy alternatives in the UK.
“Our customers love to shop dairy alternatives in Waitrose and we look forward to seeing DUG growing within Waitrose.”
Cecilia Lindwall, CEO of Veg of Lund added: “We are very proud to be able to sell DUG in a food chain that stands for quality at all levels, with a royal warrant to supply groceries and a strong brand also internationally.”
