Sproud lands £4.8m investment to take pea-milk mainstream

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You might have seen Sproud, an alt milk made from peas which is available in some supermarkets like Waitrose as well as independent stores.

Chances are you are going to be seeing a lot more of it as the Swedish based company behind the brand has announced it has raised £4.8m from growth capital investor, VGC Partners.

The money will be used to accelerate Sproud’s growth in its core markets – the UK, US and Canada as well as further develop its brand and distribution network.

If you have sampled Sproud you will know that it tastes well nothing like peas. It has a smooth texture which is closer to dairy milk than a lot of its alt milk rivals. This comes from a  blend of protein from yellow split peas, GMO-free oils and syrups, fortified with essential vitamins. 

Sproud claims its other big USP  is that compared to oat milks it has a lot more protein and a lot less sugar.

The company says that Sproud is one of the most environmentally-friendly alt milks on sale. Its yellow split peas are grown in Northern Europe and require minimal use of water. Further pea cultivation also adds nutrients back into the soil, making peas one of the most sustainable sources of plant-based protein.

Nicklas Jungberg, co-founder and Chairman of the Board at Sproud said, “We are really pleased to have the backing of VGC on our mission to create the best tasting, and most sustainable plant-based offering on the market. We have reached a stage where most people are now aware of the positive impacts that swapping dairy for vegan substitutes would have on our planet and health.”

“What’s left is for consumers to truly act on this, but we don’t think forcing people to change their food preferences is the way forward. By matching the tastes that they are used to, and the nutritional content typically provided through dairy products, we know that we can make a huge impact, and with the support of Parminder and his incredible team, we feel confident 

Parminder Basran, Founder and Managing Partner at VGC Partners added, “Through our experience of backing innovative food and drink brands, we have a deep understanding of the plant-based market, including from the perspective of evolving consumer demands and the cutting-edge product innovation that is catering to this. We believe Sproud has the potential to become a global leader in the huge and growing dairy alternative market, owing not only to its superior taste and nutrition profile, but also due to its positive environmental and sustainability credentials.”



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