Waitrose to Sell Potato Milk as Demand for Plant-Based Options Rises

Waitrose to Sell Potato Milk as Demand for Plant-Based Options Rises

The British already eat boiled, baked, roasted and mashed potatoes, but now the humble potato is milked for all its value, with potato milk that should be the next big thing.

It is touted as a challenger to the great alternative milks made from oats, almonds and soybeans, with the Waitrose supermarket predicting consumers will soon add it to their shopping cart or order potato milk lattes at cafes. .

Sales of plant-based milk are booming in the UK, with the market now worth around £ 400million a year as the UK cuts back on animal products. In recent years, the buzz has been around oat milk, thanks to the success of trendy Swedish brand Oatly, but in its annual food and drink report, Waitrose predicts that “now it’s the turn of Potato “.

The dug potato herbal milk drink has a barista version. Photograph: Dug Drinks United Kingdom

Alice Shrubsall, the supermarket’s alternative milk buyer, said more and more people are incorporating plant-based milks into their diets, whether it’s an “oat milk splash in their diet. morning coffee or hot chocolate with coconut milk in the afternoon ”. In response to growing consumer interest, she said the retailer plans to expand its alternative milk line to include potato milk.

In February, Waitrose will begin stocking Swedish brand of potato milk Dug, owned by startup Veg of Lund. Dug claims to be the most sustainable alternative milk on the market with its formula based on the research of Professor Eva Tornberg of Lund University. He says potato milk tastes delicious and creamy, and he’s also created a frothy barista version that “will never separate in your coffee or tea.”

The Waitrose report, which is based on analysis of its sales data over the past 12 months as well as a survey of 2,000 consumers, also highlights the rise of a new diet that it calls “climate change.” Almost 70% of those surveyed said that the carbon footprint of their food was either “very” or “somewhat” important to them. A “5: 2” diet, which involves eating vegetarian meals five days a week, was also becoming increasingly popular.

The exercise also highlights the growing influence of social media platforms such as TikTok and Instagram on British food culture. Three-quarters of the 18-24 year olds Waitrose spoke to used the sites for food inspiration during the lockdown, while one in 12 people in all age groups posted a photo of their food on social media – or sent a snapshot to a friend – the day before his poll.

Viral recipes now have a clear influence on sales, he says. In the spring, pesto was in demand when pesto eggs were all the rage on TikTok, while this fall sales of air fryers, used to make the new comforting pasta chips, took off at Waitrose’s sister chain, John. Lewis.

While the blockages may be over, for some people it has resulted in permanent lifestyle changes. Almost half of those polled said they planned to go out less. But that doesn’t mean they live like hermits. They told Waitrose they were planning dinners or using gardens where one in ten had set up an outdoor bar.


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