Seventeen ICA Maxi stores in Greater Stockholm are launching DUG, Veg of Lund’s new plant-based drink
Veg of Lund’s new plant-based potato-based drink, DUG®, is now available in the range of 17 ICA Maxi stores in the Greater Stockholm area, including Uppsala and the island of Gotland. The stores will be an important addition to the pioneers who have been selling DUG in Stockholm and Skåne since May. Veg of Lund’s sustainable alternative to animal milk and other plant-based drinks will now be exposed for around half a million customers, shopping in these ICA Maxi stores weekly.
John Seaton, sales manager Sweden at Veg Of Lund, sees that consumers welcome DUG®:
“The strong interest is not surprising, the plant-based food category is experiencing significant growth and DUG stands for everything customers demand today, such as climate-smart, 100% vegan and allergen-free. The launch so far shows that consumers want more options on the dairy shelf and our creamy and well-balanced potato-based drink meets their expectations. We have developed a product that meets many requirements that conscious customers place on plant-based foods from a taste, health and climate perspective. We are pleased with the positive response in the initial launch and now when ICA Maxi Öst and ten other ICA stores – including Sweden’s largest store – are joining this week, we are extra excited of how the large number of consumers will receive our new product.”
“ICA has solid sustainability experience, and we are one of the 17 local ICA Maxi retailers who have joined forces to strengthen and develop the range of sustainable and popular foods,” says Fredrik Röhr, ICA Maxi Vasa in Södertälje. “I am grateful for the collaboration we have with Veg of Lund and look forward to being one of the ICA Maxi stores in the the Greater Stockholm region who are offering DUG as of next week.”
“We have a good product that we are proud of. Taste and climate footprint have impressed both consumer and expert panels. Our choice to use potatoes as a base means that we have a super-sustainable drink. Potatoes don’t need much to grow at all, making them a super-sustainable crop compared to others like soybeans, almonds or oats. Not to mention dairy products,” says Thomas Olander, CEO of Veg of Lund.
DUG is available in three flavours: Original, Barista and Unsweetened. More information about the climate footprint and which retailers offer DUG can be found on our new website, dugdrinks.com. Here, Veg of Lund shares compelling information about the different variants, its climate footprint, nutritional profile and unlocks all the genius of our hero ingredient: the potato.
For more information, please contact:
Veg of Lund AB
Thomas Olander (CEO)
Telephone: +46 709 359 863
E-mail: thomasolander@vegoflund.se
About Veg of Lund
Veg of Lund develops unique plant-based foods meeting consumers’ demands for taste and sustainability. The company has roots in research at Lund University and owns patented methods for developing new food categories in the fast-growing market for plant-based foods. Veg of Lund’s climate-smart and tasty products are sold in Europe and Asia under the DUG® and MyFoodie® brands. The company’s shares were listed on the Nasdaq First North Growth Market under ticker VOLAB. Read more at ir.vegoflund.se. Eminova Fondkommission AB is the company’s Certified Adviser and can be contacted via telephone: +46 8 684 211 10 or e-mail: adviser@eminova.se.
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