Potato milk is set to become the latest trend to hit supermarkets this week and has been tipped to become a best-seller in 2022, according to Waitrose.

Dug will make its debut in 220 Waitrose stores later this week, with the supermarket chain predicting that 2022 will be the “turn of the potato” in their latest food and drink report.

Sales for alternative dairy products are booming in the UK as more consumers become eco-conscious.

The market is now worth around £400m a year, with the current best-seller being oat milk, popular thanks to rival Swedish brand Oatly.

Waitrose, whose sales of alternative dairy products spiked by a fifth in 2021 compared to 2019, is expecting potato milk to compete with oat.

Made in the UK, Dug’s formula contains pea and rapeseed as well as potato.

The brand says its carbon footprint is significantly lower than dairy milk.

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Growing potatoes is twice as efficient as oats and the crop uses less water than almonds.

Emma Kallqvist, CEO of Veg of Lund which owns Dug, described the product’s arrival as a “critical milestone” for the company.

It is already available on sites such as Amazon and Ocado.

The announcement by Waitrose has had mixed reactions on Twitter.

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