Turns the Milk Potato'y: Is Dug the Next Big Plant-Based Food Brand?

Potato milk is one of the most anticipated launches in the category this year, but it faces a crucial marketing challenge

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“Boil ‘em, mash ‘em, stick ‘em in a stew,” hobbit Sam says to the monstrous Gollum in the movie The Lord of the Rings: The Two Towers, to explain the versatility of potatoes.

If that scene had been filmed in 2022, he’d be able to add: Turn them into milk.

Potato milk is one of the most anticipated new products in the plant-based food category this year, according to analysts. “Now it is the turn of the potato,” proclaimed British retailer Waitrose in its annual food and drink report when it announced it would begin selling Swedish potato milk brand Dug in February.



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