Waitrose to sell potato milk as demand for plant-based alternatives rises

Britons already eat boiled, baked, roasted and mashed potatoes, but now potato milk is being hailed as the next big thing.

This has been tipped with supermarkets as a challenger to mass-selling all-milk made from oats, almonds and soy. Waitrose Predictably, consumers will soon add it to their shopping trolleys or order potato milk latte at coffee shops.

plant milk is sold booming in the uk The market is now worth around £400m a year as Britons reduce their consumption of animal products. There’s been a buzz around oat milk in recent years thanks to a fashion breakthrough Swedish brand Oatly, but in its annual Food and Beverage Report Waitrose predicts that “Now it’s potato’s turn..

The Doug Potato is the barista version of a plant-based milk drink. Photo: Doug Drinks UK

Alice Shrubsall, a supermarket alternative milk buyer, said more people were adding plant-based milk to their diets, whether it included “oat milk in their morning coffee or coconut milk hot chocolate in the afternoon”. In response to the growing interest shown by consumers, he said the retailer was planning to expand its alternative milk range to include potato milk.

In February, Waitrose will start stocking Swedish Potato Milk Brand Duggu Which is owned by startup Wage of Lund. With its formula based on research by Professor Eva Tornberg at Lund University, Doug claims to be the most sustainable alternative milk on the market. It says potato milk tastes delicious and creamy, and it has even created a frothy barista version that will “never fall apart in your coffee or tea”.

The Waitrose report, which is based on an analysis of sales data from the past 12 months as well as a survey of 2,000 consumers, also points to the rise of a new diet regime known as “climate”. Nearly 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 a vegetarian diet five days a week, was also becoming more popular.

The exercise also highlights the growing influence of social media platforms such as TikTok and Instagram on UK food culture. Three-quarters of 18- to 24-year-olds who spoke to Waitrose used the sites for food inspiration during lockdown, while one in 12 people of all age groups posted a picture of their meal on social media – or Sent a photo to a friend – in the day leading up to your vote.

It says that viral recipes now have a clear impact on sales. Pesto was in demand in the spring when pesto eggs were all the rage on TikTok, while this autumn’s sale of air fryers to make new comfort food pasta chips, Waitrose’s sister chain, has taken off John Lewis.

While the lockdown may be over, for some people they have resulted in permanent lifestyle changes. Nearly half of those polled said they planned to go out less. But that does not mean that he is living like a sannyasi. They told Waitrose they were planning dinner parties or using the gardens where one in 10 had set up an outdoor bar.