Veg of Lund’s plant-based drink DUG launched in Ireland
Veg of Lund has signed an agreement with Irish distribution company Wholefoods Wholesale for the launch of DUG in the Irish consumer market. Wholefoods will work with Veg of Lund’s appointed commercial marketing agency V360°. Both businesses have well-established relationships with Irish food retailers and who will bring a fresh approach to the plant-based drink category.
Veg of Lund’s plant-based drink DUG has attracted considerable interest in Ireland and the company is now preparing to launch DUG in partnership with Wholefoods Wholesale and V360° and is in advanced talks with three major retailers. First deliveries are expected in the second quarter of 2022. Wholefoods will take delivery of their first 6,000 litres before the end of March and an Ireland specific website will be launched to coincide with the product’s imminent arrival.
“Ireland and potatoes have strong historical ties, and it feels great that DUG can be part of that story. We are very excited about the interest in DUG in several English-speaking countries where we have received strong support from leading media in both Europe and the US,” says Emma Källqvist, Acting CEO and CFO of Veg of Lund.
“Potato dairy alts are the next innovation in a rapidly growing category and Wholefoods Wholesale are proud to be partnering with DUG to develop their brand in Ireland. DUG Plant Based Drinks have all the right elements needed to make them out-standing in the Plant Based field. We dig DUG!” says David Morrin, Commercial Manager at Wholefoods Wholesale.
“V360° are delighted to be partnering with DUG to bring their award-winning potato drink to the Irish market. In the rapidly growing, but increasingly crowded, alternative milks category, DUG delivers real innovation and differentiation. With its vegan and allergy friendly ingredients, excellent sustainability credentials and, above all, great taste, DUG is certainly the pick of the crop and is sure to be a hit with Irish consumers,” says Eoghan Phelan, Managing Director, V360°.
The importance of potato to the Irish food supply is significant and the Irish Potato Federation is keen to see increased interest and development of new potato products. As one of the invited speakers at this year’s World Potato Congress, Veg of Lund will talk about its development work for both plant-based beverages and meat alternatives.
For more information, please contact:
Veg of Lund AB
Emma Källqvist (Acting CEO and CFO)
Telephone: +46 721 869 018
E-mail: emma.kallqvist@vegoflund.se
About Veg of Lund AB (publ)
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® brand. The company’s share is listed on the Nasdaq First North Growth Market under ticker VOLAB. Read more at ir.vegoflund.se. Mangold Fondkommission AB is the company’s Certified Adviser and can be contacted via telephone: +46 8 5030 15 50 or e-mail: ca@mangold.se.
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