A plant-based drink that tastes delicious, goes perfectly with hot drinks and is kind to the environment?

It’s a tough nut to crack, but the combined genius of Swedish-based food innovators Veg of Lund and Professor Eva Tornberg at Lund university have figured it out.

And who would have guessed that the humble potato was the answer?

Potatoes don’t need much to grow at all, making them a super-sustainable crop compared to other dairy alternatives like soybeans, almonds or oats even, with a climate footprint that is a whopping 75% lower than cow's milk’s.

The humble potato provides a perfect base for a dairy alternative, thanks to its genius properties: neutral tasting, highly nutritious, plus it's naturally free from common allergens like soy, nuts and gluten.


This genius product needed a brand name and identity to completely disrupt the supermarket shelves, as well as the diary-free market, so DUG was born - the world's only potato-powered plant-based drink.

From a new product perspective, DUG has just been crowned WINNER as Best Allergy-Friendly Product, as well as HIGHLY COMMENDED as Best Plant-Based Beverage at the World Food Innovation Awards 2021.