The Maya Jama-backed group has reported strong demand in the UK, with its latest retail tie-up adding to foodservice partnerships with Joe & The Juice, Perky Blenders and FCB Coffee
Swedish peamilk manufacturer Sproud has bolstered its UK reach with its first major supermarket distribution deal.
From 10 August 2025, 193 Sainsbury’s stores across the UK will stock Sproud’s Barista, Unsweetened and zero-sugar Barista Zero products. The move adds to the brand’s small-scale listings with premium UK supermarket chains Waitrose and Booths.
“Listing in Sainsbury’s is a huge step forward for Sproud as we continue to provide UK consumers with a healthy and sustainable dairy alternative. We have seen huge demand in the UK throughout the last year and look forward to introducing our products to new customers,” said Sara Berger, CEO, Sproud.
Made from yellow split peas, Sproud promotes its products as containing lower sugar and higher protein than other plant-based dairy alternatives. The business also produces ready-to-drink (RTD) latte ranges, which it sells on its website and via online retailers, Ocado and Amazon.
In May 2025, Berger reported strong growth for Sproud’s foodservice partnerships, café collaborations and online trading. The brand, which currently exports to 30 countries, achieved 38% year-on-year sales growth in 2024 to post turnover of SEK 58m ($6m).
Since 2023, Sproud has supplied Joe & The Juice’s 280 European stores and all sites of UK travel hub coffee shop operator FCB Coffee. The group also counts the UK’s Perky Blenders, Germany’s Nord Coast Coffee and Switzerland’s Utopia Coffee among its café partners.
Malmö-based Sproud is backed by investment firms VGC Partners, Findeln Holding and Dream Beverage. In October 2024, the group unveiled British television presenter and entrepreneur Maya Jama as a new investor, co-owner and brand ambassador – an appointment it said would generate new business opportunities in the UK.
