Press release -


Waitrose & Sproud team up for World Plant Milk day and a seven day dairy free challenge

At Sproud, we believe the future is dairy free. We believe the future is plant based. We believe that milk alternatives can taste great and be good for the planet too.

So we’re not just celebrating World Plant Day for a week – we’re celebrating for a month. We want people all over the UK to take the seven-day dairy free challenge, to taste how good our milk alternative is and make our future plant based.

At Sproud we want to give you a chance to try the future now and so we’ve teamed up with Waitrose to offer a special introductory trial on both New Sproud Unsweetened and Sproud Barista. From August 26th to September 22nd Sproud will be just £1.00 in Waitrose stores.

New Sproud Unsweetened has the closet taste to semi-skimmed milk and is zero sugar, four times the protein of almond and has almost no carbs making it perfect in coffee, teas, cereals.

Sproud Barista is rich and foamy and has twice the protein but half the sugar of oat milk. Created by professional baristas for coffee, it’s luscious in lattes, scrumptious in smoothies and resplendent in recipes.

You won’t find Sproud in the chilled aisle, so pick your £1, 1 litre tetra pak up from the ambient section in Waitrose and make your future plant-based.

By serving Sproud in the ambient aisles of Waitrose it means we reduce our carbon footprint avoiding environmentally unfriendly and unnecessary chilled distribution. It means we’re good for you – and we’re good for the planet.

Both New Sproud Unsweetened and Sproud Barista are on offer at £1.00 in Waitrose stores and on

Come together for a plant-based future with no compromise on taste. Tag us in your challenge on Instagram @besproud.


  • Environment, Energy


  • diet
  • nutrition
  • vegan
  • coffee
  • health
  • dairy-free
  • plant-based
  • plantbased

Sproud is owned and created by staff at the Swedish-based company. The Sproud founders have a shared passion for the split pea discovered after decades of working in innovative environmentally friendly food and drink sectors.  As a small group of entrepreneurs they wanted to make a difference, they wanted to create something that was good for both people and Mother Nature.  Sproud make foods and proteins that are nutritious, healthy and delicious. Sproud is more than dairy-free alternative, it’s more than sustainability and taste coming together; it’s a family of people passionate about doing things better, about coming together to create great products with a minimal climate footprint.

Learn more about Sproud at or follow our story on Instagram @besproud


Maria Tegman

Press contact Head of Brand +46(0)705877850