| Sweden

Sproud appoints Jennie Östholm as Group Marketing Manager

The Swedish peamilk manufacturer says Östholm’s strong experience leading creative projects for Oatly will drive its global marketing efforts

Jennie Östholm, Group Marketing Manager, Sproud | Photo credit: Sproud


Malmö-based peamilk manufacturer Sproud has appointed Jennie Östholm as its first Group Marketing Manager as it seeks a greater share of the global dairy alternative market. 

Östholm has more than six years' experience working at fellow Swedish dairy alternative brand Oatly in various project management roles, most notably as the first Project Manager for Oatly’s creative department in 2021. She also served as Head of Client at advertising agency, The Bacon Hospital. 

“Sproud has the product to disrupt the market. My job is to build a brand that does justice to the product. With Oatly’s brand journey as my backbone, I will be inspired by best practices, but create the Sproud expression in an alternative way,” Östholm said. 

“Jennie brings strong experience from the alternative milks market as well as creative capabilities for brand growth. I am excited to see Sproud’s new brand expressions being rolled out as a part of our continued growth journey,” added Sara Berger, CEO, Sproud. 

Backed by investors including VGC Partners, Findeln Holding and Dream Beverage, Sproud currently exports its pea-based products to 30 countries.  

The peamilk brand primarily partners with independent specialty coffee shops and small branded chains across Europe and North America. However, as part of strategy to secure larger horeca contracts, Sproud announced a partnership with Joe & The Juice in October 2023 that sees its Barista Peamilk product stocked across the Danish coffee and juice chain’s 250 European stores. 

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