DUG is a Swedish brand with roots in science and research at Lund University. It was there that the patented emulsion technology was developed, forming the basis for the brand’s vegan-friendly, potato-based milk alternatives. According to the company, these alternative beverages have a very low carbon footprint and can be used like any other milk. The DUG brand is owned by DUG Foodtech AB.
Helene Nielsen has been CEO of DUG Foodtech since 2023 and has more than two decades of experience in sales and export in the FMCG sector. Stints at brands such as Oatly, Tweek and Sproud have made her an accomplished leader in the European foodtech market. With a particular focus on building international markets – from retail to coffee and OOH – she has worked with both distributors and direct sales. She started her career in sales at Eniro, where she won several awards. Today at DUG, she is driving the mission to revolutionize the industry with innovative, potato-based products.
In this interview, Helene discusses DUG’s mission to revolutionize the plant-based milk industry with innovative, potato-based alternatives, the sustainability benefits of using potatoes, and the company’s plans for future growth and international expansion.
What is DUG and what does the company stand for?
DUG is a product from DUG Foodtech AB, founded in 2016 by Prof. Eva Tornberg in Lund, Sweden. She developed a patented process at the university there that transforms potatoes, rapeseed oil, pea protein and water into a heat-resistant, milk-like drink. Perfect for anyone who wants to enjoy a plant-based and sustainable drink without compromising on taste. We successfully sell our milk alternatives in Sweden, Italy, Spain, Iceland, Hungary, Austria, the Czech Republic, Poland – and now also in Germany.
What are the advantages of potatoes compared to cereals and beans?
Potatoes contain little fat and little sugar – especially compared to oats, which naturally contain sugar. Instead, they contain valuable nutrients such as vitamin C and some B vitamins, minerals such as potassium and iron and high-quality proteins. What’s more, the potato drink is free from common allergens such as soy, nuts, lactose or gluten – making it suitable for people with intolerances or diabetes.
Why should retailers definitely list you?
The potato is very popular in many parts of Europe. And rightly so: potatoes are more versatile than almost any other food. Our potato drink is wonderfully creamy and is ideal not only for the perfect froth on your coffee, but also for cooking and baking. I’m sure the Germans will love potato drink.
How sustainable is your potato drink?
Plant-based is always better than cow-based milk. But the potato is also extremely resource-efficient compared to other plant-based alternatives. It uses 96 percent less water than almonds in cultivation, requires only half as much land as oats and has a 67 percent better carbon footprint than cow’s milk.
What does your current product portfolio look like?
In Germany, DUG is currently available in three varieties: “DUG Original” for muesli, porridge or pancakes, “DUG Barista” for cappuccino, latte & co. and “DUG Unsweetened”, i.e. without added sugar, for cooking and baking. Brand new on the market, but not yet available in Germany, is our “DUG Barista Unsweetened” – the first potato-based milk alternative with no added sugar that has been specially developed for use in coffee.
Do you also have special containers for food service?
We are still only supplying food service with our normal 1-liter tetrapaks. But we are open to requests.
What are your plans for the next few years?
In the coming years, my focus will be on the sustainable growth of DUG Foodtech and international expansion. We want to drive innovation in the plant-based food sector – especially with our patented potato-based milk alternatives. Our goal is to further expand our position in the most important European markets. In the long term, we dream of operating our own production facility in every country – close to the consumer, with locally grown potato flakes and minimal impact on the climate.
