DUG gets smooth.

With DUG, the revolutionary potato based milk alternative now going strong in several markets, brand owners Veg of Lund felt it time to relaunch their original ‘My Foodie’ smoothie back onto the Swedish market under the DUG brand.

The DUG brand was named and designed by Family (and friends), one of the UK’s leading ethical and better-for-you food and beverage branding consultancies. Starting this November, the drink smoothie is launched in glass bottles with an updated recipe and two flavours, raspberry and blueberry. The drinks meet consumer demand for plant-based, allergen-free snacks with a clear taste and a low fruit sugar content – lower than all competitor products in fact.

“We have drawn on our patents and experience with potato-based beverages to update DUG Smoothie. This makes the drink the perfect option for those who want a tasty and healthy snack,” says Fredrik Carling, CEO of Veg of Lund.

“We are really pleased with the impact that the DUG brand has made on consumers and retailers alike. The Smoothie product extension is proof that we have a very strong brand platform to develop new portfolio products from” says Derek Johnston, strategy director at F&f.

The brand was originally created for the revolutionary plant-based potato milk that hit shelves over 18 months ago and has since enjoyed significant growth across Europe, gaining over 2500 retail listings with retailers including Ocado, Whole Foods and Waitrose.

Production and packaging of the fruit smoothies will take place in Sweden. Sales will start in selected ICA stores.