Veg of Lund’s DUG Potato Milk Drinks Make Foray into UK, Germany, and Switzerland

The Swedish company Veg of Lund offers alternatives to dairy products such as milk drinks and smoothies. It’s also developing meat alternatives. Veg of Lund products are sold under the brand DUG. Initially introduced in Sweden, the company is now introducing their flagship product DUG Potato drink - a milk alternative - in several countries in rapid succession.

Introduction in the United Kingdom

In a partnership with the UK’s premium health food wholesaler, CLF, DUG brand products were launched in the United Kingdom in January 2023.

Fredrik Carling:
 

"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."

CLF distributes food products from leading brands in sports nutrition, vitamins, minerals, and supplements. It also distributes health food and beverages and chilled and frozen goods.

Mark Sharp, Marketing Manager at CLF:
 

"CLF are excited to partner up with the likeminded DUG brand. We feel they share our ethical stance in helping health conscious consumers to reduce food miles and their carbon footprint. The adoption of a plant-based diet will certainly help create a more sustainable future. Think green, Think DUG."

Launch in Germany

In Germany the flagship DUG potato drink is launched through a partnership with CCP AG. Regional partner CCP AG will, starting immediately, address food manufacturing, cafes, and retail chains with the European patented DUG potato drink.

Based in Kleinosheim, near Frankfurt, CCP AG is into marketing and selling food products to retailers and caterers across Germany.

Hanna Koglin, Sales & Marketing Director at CCP AG:
 

"DUG Potato drink is the answer to all the questions that other plant-based milk alternatives so far have left unanswered. It is sustainable, regional and convinces with a well-balanced combination of taste and creaminess."

"We are delighted to have gained an innovative partner in Veg of Lund and to be able to launch their products in Germany, following their successful introduction in Sweden and the UK."

Fredrik Carling, CEO of Veg of Lund:
 

"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."

Partnership in Switzerland

In a partnership with Switzerland’s largest food chain Migros, Veg of Lund’s DUG products were launched in the country. The company informed in a press release that Migros placed an order of DUG’s three variants of plant-based potato drinks for an order value of EUR 59,000 (USD 62,400).

Fredrik Carling:
 

"With Migros, 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 are conditions for additional orders. The broad and significant launch planned by Migros testifies to the relevance and possibilities of the DUG concept and strengthens our focus on international expansion."

Thomas Hirt, Head of Purchasing Dairy Products at Migros:
 

"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."

The Nasdaq-listed company Veg of Lund plans to expand further into additional European and Asian markets in the near future.

New Headquarters

In January, Veg of Lund moved its company headquarters from the southern part of Lund to northeastern Lund, where research areas of Ideon Science Park and Edison Park are located. The new location is close to LTH, part of Lund University, where Veg of Lund’s founder Eva Tornberg, conducts research.

Fredrik Carling:
 

"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.)."