We’ve all heard about plant-based milks. But while we know they’re better for the planet, are they really better on taste? It’s time to meet one that is. That’s worth throwing out the rulebook for. Meet DUG® – the World’s one and only potato-powered plant-based m!lk.

Being billed as one of the hottest new food trends of this year, DUG® has a neutral taste profile and can be used just like any other milk – pour it in your cereal bowl, mix it into your smoothies, use it for cooking your favourite dishes or just enjoy it by the glass. DUG® also foams up fabulously and adds creaminess to any hot drink, making it the ultimate sustainable choice for baristas, and coffee or tea lovers.

Literally dug from the ground, the humble potato provides a perfect base for a dairy alternative, thanks to its genius properties: neutral tasting, highly nutritious, and super-sustainable. Plus, it’s naturally free from common allergens like soy, nuts and gluten, which form the basis of the many dairy alternatives currently available. DUG® is therefore free from the top 14 most common allergens – for which it has won awards* – making it an ideal choice for most people with allergies and intolerances. It’s also low in saturated fat, and fortified with Calcium, Vitamin D, Vitamin B12, Riboflavin, and Folic Acid.

DUG® is also planet friendly. That’s because potatoes don’t need much to grow at all, making them a super-sustainable crop. Its’ also why DUG®’s climate footprint is a whopping 75% lower than cow’s milk’s. And that’s not all. Growing potatoes is twice as land efficient as growing oats, and uses 56 times less water than almonds!

At first glance, you could be mistaken in thinking that potato m!lk is simply produced from squeezing the ‘juice’ (or starchy water) out of a potato – far from it! This multi-award-winning, delicious, plant-based potato m!lk has its roots firmly grounded in science and research. It was developed by Professor Eva Tornberg at Lund University in Sweden, based on a patented blend of potato and rapeseed oil, which has taken years to perfect. DUG®’s parent company, Veg of Lund, is on a mission to help more people follow a plant-based lifestyle that will benefit their health and the future of our planet. It is committed to environmental sustainability, by minimising its climate footprint through efficient land use, low water consumption and low carbon emissions.

DUG® comes in 3 delicious varieties: Barista, Original and Unsweetened, now available in Waitrose, Holland&Barrett, WholeFoods Markets, Ocado, Amazon and online vegan supermarkets.

To find out more about DUG® and its super-sustainability, visit

Go on, we dare you. Try the potato-powered wonder that’s full of goodness and free of risk. Embrace the unexpected. Go potato. #DAREtoDUG.

*including Best Allergy Friendly Product award at the World Food Innovation Awards 2021, and Bronze Medal in Dairy Alternatives at the Free From Food Award 2022.

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