Share

Contacts

  • Helene Nielsen

    CEO, Veg of Lund


    Scheelevägen 22 SE-233 63 Lund Sweden
    +46 732 22 76 35
    http://ir.vegoflund.se
  • Quotes

    Our collaboration is fully in line with our strategy to strengthen DUG’s position within the plant-based ingredients market and the coffee channel. The German market is a frontrunner when it comes to integrating plant-based options into its operations. Extensive testing with DUG has shown that it is not only a sustainable alternative but also performs exceptionally well in professional settings where taste, texture, and functionality are key.
    Helene Nielsen, CEO of DUG Foodtech
    Public kitchens play a crucial role in the transition toward more sustainable eating habits. It’s where we shape the taste preferences of the future and teach children what good and climate-smart food can be. We are incredibly proud of the positive response to our products, their neutral taste, being completely lactose-free, gluten-free, and a sustainable choice for the future, have been widely appreciated. It shows that change is possible when taste, health, and sustainability go hand in hand.
    Helene Nielsen, CEO of DUG Foodtech
    HOST Milano validated our strategic position in the market. Potato-based technology is no longer an emerging concept, it is a scalable, commercially ready solution. The strong interest from industry professionals and media confirms that the market is actively seeking exactly what we provide.
    Helene Nielsen, CEO of DUG Foodtech
    We are very excited to present this unique innovation – the world’s first potato m*lk – to Italian and international gelato makers at HOST Milano 2025. At DUG Foodtech, we are opening the doors to a more inclusive, sustainable and delicious future. For the first time, thanks to our plant-based, lactose-free, vegan and gluten-free beverage, gelato truly becomes for everyone, without compromising on taste or creaminess. We look forward to meeting you there and sharing this breakthrough with the industry.
    Helene Nielsen, CEO of DUG Foodtech
    The SUGARWISE® certification is proof that we have succeeded in combining indulgence with healthier choices. We demonstrate that our products deliver a perfect cappuccino or latte – with the same creamy foam and smooth taste - without the unnecessary sugar. They are also excellent for all types of cooking, baking, and as a beverage thanks to their lower sugar content.
    Helene Nielsen, CEO of DUG Foodtech
    We are following our growth strategy for DUG Foodtech in Germany. The launch with Tegut, a well-established retail chain, creates increased accessibility for German consumers. German consumers are highly engaged in sustainability and plant-based choices, and we are confident that DUG will add value to Tegut’s plant-based product offering.
    Helene Nielsen, CEO of DUG Foodtech
    We’re pleased to see the positive reception in Germany, Being highlighted by a major newspaper like BILD shows that our product is sparking conversation - and that’s a meaningful step for us.
    Helene Nielsen, CEO at DUG Foodtech
    Milk alternatives are among the most popular vegan products in our range, and that’s why we offer our customers a wide selection.
    Jennifer Bullinger, Head of Food Fresh Purchasing at Kaufland
    We see a growing demand for low-sugar beverages - products that are healthy, tasty, and sustainable. With DUG Unsweetened Barista, we’re meeting the demand for sugar-free alternatives that don’t compromise on flavor or quality. Our DUG Unsweetened Barista is not only a climate-smart choice but also perfect for creating that creamy coffee experience without unnecessary sweeteners.
    Helene Nielsen, CEO of DUG Foodtech
    We are thrilled to partner with Kaufland to make DUG Barista and DUG Unsweetened available to a broader audience in Germany. This collaboration aligns with our commitment to sustainability and meets the growing demand for plant-based dairy alternatives. Given the progress in Germany, we see strong potential to achieve our revised financial target of 100 MSEK on a rolling 12-month basis.
    Helene Nielsen, CEO of DUG Foodtech
    This is an exciting step forward for DUG in Germany. Partnering with Rossmann, one of the country’s most established retail chains, marks real progress in our expansion strategy. German consumers are highly engaged with sustainability and plant-based choices, and we believe our innovative products will appeal with their values and taste preferences.
    Helene Nielsen, CEO of DUG Foodtech
    We look forward to seeing our products on Lidl’s shelves in Sweden. Lidl’s focus on sustainability, as well as its rapid growth in Sweden, aligns perfectly with our strategy to expand in the Swedish market. We are delighted that even more consumers across Sweden will now have access to our products.
    Helene Nielsen, CEO at DUG Foodtech
    We are incredibly excited to launch DUG in Iceland together with Nathan & Olsen and Kronan. Iceland is a small but dynamic market, we look forward to giving Icelandic consumers and coffee lovers the opportunity to discover our products.
    Helene Nielsen, CEO at DUG Foodtech
    Partnering with Connected Brands GmbH aligns with our strategic moves to enter European markets and the DACH region. Austria’s vibrant plant-based market offers the perfect landscape to showcase the benefits of our DUG potato drink
    Helene Nielsen, CEO of DUG Foodtech
    Through this collaboration with Conaxess Trade, DUG Foodtech gains access to a strong and experienced sales organization, that will initially help reach the selected 500 stores nationwide. "We chose Conaxess Trade because we believe they possess the strengths and ambitions we seek in a sales force for the Swedish market. Their expertise and network are invaluable for our growth.
    Helene Nielsen, CEO of DUG Foodtech
    Spain, as the second-largest non-dairy market in Europe, presents an exciting opportunity for us. Alongside this retail partnership, we are also launching into the coffee channel, further expanding our footprint.
    Helene Nielsen, CEO of DUG Foodtech
    We are excited to present new partners in the German market and I am pleased that our sales efforts are showing results. Germany is the largest plant-based milk market in Europe. The partnerships with Knuspr and Budni aligns with our strategy for Germany. We are confident that German consumers will appreciate our products’ great taste and environmental benefits.
    Helene Nielsen, CEO, DUG Foodtech
    We note with satisfaction that a patent for our unique meat analogue will be granted on the Swedish market.
    Professor Eva Tornberg, founder of DUG Foodtech AB
    We are pleased with the outcome and would like to thank our existing shareholders, as well as our new investors, for their trust. The proceeds from the issue give us the opportunity to continue our recently initiated commercial restart, and we will now intensify our sales and marketing efforts to embark on our growth journey.
    Helene Nielsen, CEO, DUG Foodtech
    We are pleased to note that the patent is also being approved in the Japanese and Australian markets for our unique plant-based milk alternatives.
    Professor Eva Tornberg, founder of DUG Foodtech
    We are very excited about the collaboration with Gewußt wie, which shares our vision of sustainability and quality. This partnership allows us to reach even more conscious consumers who are looking for plant-based and climate-smart alternatives. It also marks the beginning of DUG's establishment in the Austrian market, where we've received numerous inquiries following our launch with REWE.
    Helene Nielsen, CEO of DUG Foodtech
    The switch to Dug Foodtech is in line with our strategy to establish the company as an actor in the global market for innovative and sustainable plant-based food products based on our unique knowledge and technology to best explore the potential of the potato.
    Helene Nielsen, CEO at Dug Foodtech.
    DUG now being present nationally in Germany enables us to continue our expansion in Germany and other markets. CENFOOD GmbH has the right background and experience, as well as an innovative approach to engaging with the German food sector.
    Helene Nielsen, CEO of Veg of Lund
    Two companies, one vision. This dynamic collaboration between Veg of Lund and Worldwide Brands Hungary is set to transform Hungary's culinary scene, promising consumers an unmatched dining experience.
    Balázs Bernhardt, CEO of Worldwide Brands Hungary Kft
    This is more than just numbers on paper. This is evidence that groundbreaking research and development can create sustainable products for the future. Seeing our patent portfolio valued at over 50 million SEK is a testament to our hard work and passion for creating change,
    Professor Eva Tornberg, founder of Veg of Lund
    We believe in the potential of DUG, which is why we are thrilled to embark on this collaboration. Our primary goal is to present, and list DUG in all channels in the Baltics. A sustainable, plant-based drink derived from potatoes is both exciting and unique in the market. Moreover, the superior taste adds another layer of appeal.
    Kazimieras Šaveiko, Head of Commercial Department at Eugesta
    We are happy to have DUG in our portfolio, as it is a very innovative, gluten free, allergen-free product, we can say that it is a unique product on the market, a product that fulfill our business slogan ‘we bring the best for you’.
    Alina Silaghi, founder and CEO of Best Brands Agency
    We are delighted to have DUG in our portfolio. DUG is an innovative, lactose- and gluten-free, allergen-free product. Thus, DUG is a unique product and completely in line with our slogan, ‘we bring you the best’ and in collaboration with Dr Max, we will launch DUG in their e-commerce and, possibly also in physical stores, eleven of which are so-called hyper pharmacies with a wide range of health products. Sezamo is a leading e-commerce player for premium products and healthy food and delivers within three hours to customers in the Bucharest metro area.
    Alina Silaghi, founder and CEO of Best Brands Agency
    I have been with Veg of Lund since April this year and in my role as Director of International Sales I have had the privilege of meeting many of the industry’s players as well as consumers and opinion leaders. With my experience and my network of contacts, I have during this time set the conditions for launches in key markets and markets where I see great potential in all our segments. During this time, I have also established that there is enormous pressure and great demand for plant-based products with high quality.
    Helene Nielsen, CEO of Veg of Lund
    The collaboration with Green Heads is in line with our strategy to establish the DUG brand as a player with high quality and a wide range of next generation plant-based foods. The presence we are now establishing with distributors in the various markets we are entering must follow our criteria of being present in the Horeca channel (restaurants, hotels and catering), the Coffee channel (cafes and roasteries), Online (B2B and B2C) as well as the Health food channel and Retail. In Green Heads, we get a committed partner in two countries with a total of about 16 million inhabitants, and many of them want to eat healthy and have more genuine vegetarian options.
    Helene Nielsen, CEO of Veg of Lund
    We are pleased to note that a patent is also being approved for the American market for our unique vegetable milk alternatives.
    Professor emerita Eva Tornberg, founder and board member of Veg of Lund
    The fact that our potato drink is now available on Velivery in Germany makes it easier for us to reach both the HoReCa market and consumers. We are completely unique with our potato drink, and the fact that it is both allergy-friendly, gluten-free, and low in sugar sets us apart from many others.
    Helene Nielsen, Director of International Sales at Veg of Lund
    It is very gratifying that Rossmann chooses to launch DUG. The chain has a strong market position in Poland and the fact that our drink will be sold in their stores means that we have a great opportunity to reach many new consumers.
    Fredrik Carling, CEO of Veg of Lund
    This chain has a strong market position in Poland and the fact that our drink will be sold in 60 of their stores means that we have a great opportunity to reach many new consumers. Following other leading retailers in Europe such as Migros in Switzerland and Salling in Denmark it is great to see yet another chain include DUG in their assortment.
    Fredrik Carling, CEO Veg of Lund
    Japan is not only a sizeable market but also a market to which other Asian countries look for direction from. Look forward to working with Synergy Trading on making DUG Potato drink a commercial success and continue other Asian discussions with a stamp of approval from the Japanese market.
    Fredrik Carling, CEO Veg of Lund
    We are very enthusiastic and proud to collaborate with this innovative company, and we expect huge interest in DUG potato-based drink from Italian consumers. It’s an entirely new and unique product.
    Giulio Romagnoli, CEO of Romagnoli F.lli S.p.A
    With extensive experience from senior roles in companies such as Zeta Display, Prisjakt and Doro. Emil brings both competence and experience supporting Veg of Lund in our continuous journey. Looking forward welcoming him shortly. We thank Cecilia Strandberg who in an interim role have done a good job preparing for this transition.
    Fredrik Carling, CEO
    We are pleased that a patent is approved in Sweden. The fact it is based on such an everyday crop as potatoes, shows the uniqueness and strength of the patent.
    Professor Eva Tornberg, founder and chairman of the board at Veg of Lund
    With Salling Group, we are following our strategy of launching with leading, quality players who position Veg of Lund’s products as part of the next generation of plant-based foods. With a successful launch, there is an exciting opportunity for additional orders and further expansion.
    Fredrik Carling
    In this situation, I take on the role of chair and will lead the board’s work to strengthen the company’s business model, strategy and relationships
    Eva Tornberg, chairwoman of Veg of Lund
    The nomination committee has been informed that Håkan has requested to leave his position as chairman of the board with immediate effect
    Kaj Söderström, chairman of the nomination committee
    During the fourth quarter, my focus has been to create the conditions for a performance that drives growth and steers the company towards profitability in the long term. The company's strategy, established in 2022, provides a clear roadmap. Cost-efficient growth at a high pace is best achieved by complementing the current business model with two new and well-defined main strands: distributor sales and sale of licenses.
    Fredrik Carling, CEO
    The agreement with CCP AG marks the start of the updated business model where distributor and license partnerships will be cornerstones for the company growth moving forward. I look forward to having experienced and dedicated resources on the ground in Germany, supplied by our newly appointed German contractor.
    Fredrik Carling, CEO Veg of Lund.
    The agreement with CLF is the start of an exciting phase of growth and outreach for Veg of Lund. With CLF we get access to a whole range of likeminded, eco-conscious customers who drive a significant proportion of our consumer education.
    Fredrik Carling, CEO of Veg of Lund
    We have been given the opportunity to gather our operations at a reputable address in Lund, in an area where several innovative research and development companies are active. The new premises, with offices and a simpler test kitchen, provide a good opportunity for closer collaboration between our employees in research/development and those who work with marketing/sales
    Fredrik Carling, CEO of Veg of Lund
    We are pleased that a patent is also approved at European level. The fact it is based on such an everyday crop as potatoes, shows the uniqueness and strength of the patent
    Eva Tornberg, founder and board member of Veg of Lund
    It is very gratifying that Migros chooses to launch DUG. The chain has a strong market position in Switzerland and the fact that our drink will be sold in 486 of their stores means that we have a great opportunity to reach many new consumers. We assess that the three countries Germany, Austria and Switzerland, together DACH, will be a good complement to our established markets Sweden and United Kingdom
    Fredrik Carling, managing director at Veg of Lund
    We are looking forward to launching DUG in total of 486 of our stores in week 10/2023 and believe it is a good addition to the continuous expansion of plant-based milk offering at Migros
    Thomas Hirt, Head of Purchasing dairy products
    We have signed an agreement with an established manufacturer with long experience in plant-based food production in modern facilities in several locations in Europe. Veg of Lund’s strategy is to outsource production of our products to certified and competent partners in close geographical proximity to the markets where DUG is sold
    Fredrik Carling, CEO of Veg of Lund
    Now in November, we have also launched DUG Smoothie in Sweden. The already highly regarded My Foodie line has been integrated into the DUG brand and meets the demand for a plant-based, non-allergenic snack with the lowest fructose content on the market. This is a position in which we are looking forward to establish ourselves, beginning in Sweden and later, in 2023, at the international level
    Fredrik Carling, Chief Executive Officer
    Pick a time period -
    There are no items matching the current filter
    There are no more items matching the current filter
    Back to top