“The launch is an important step for Veg of Lund and we look forward to meeting consumers with our creamy and well-balanced potato-based drink. We have developed a product that meets many requirements that conscious customers place on plant-based foods from a taste, health and climate perspective. Hence, we are convinced that DUG® can take a leading position,” says Thomas Olander, CEO of Veg of Lund.

“Starting next week, we offer DUG in all our six stores: Erikslust, Mobilia, Limhamn and Caroli city as well as Clemenstorget and Tuna in Lund. We are proud to be the first group in Skåne to launch DUG. Plant-based products are something that we think is an extremely important product segment. In the last three years, growth in ICA Malmborgs’ stores has been over 40 percent and we are extra happy when the category grows with DUG, which is also an important product in our local thinking,” says CEO Mats Lundin, ICA Malmborgs Erikslust. “The ICA Malmborgs Group has existed since 1954 and today it consists of four Kvantum stores in Malmö and two in Lund. Combined sales amount to SEK 1.4 billion and the stores welcomes about 150,000 paying customers per week. We are at the forefront when it comes to sustainability thinking and most recently we were nominated in twelve categories in White Guide Green and was awarded the year’s most sustainable store in 2020.”

“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.

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.