The investment sees Jama become a co-owner, brand ambassador and advisor to the Swedish peamilk brand as it seeks to build its UK market share
British television presenter and entrepreneur Maya Jama has become an investor and co-owner of Swedish peamilk brand Sproud.
In a press release, Malmö-based Sproud said Jama will be the face of the business and serve as a strategic advisor as it seeks to generate new business opportunities, particularly in the UK.
Sproud is currently stocked in the UK by premium supermarket chain Waitrose and is also available online from grocery delivery platform Ocado and e-commerce giant Amazon.
“We’re delighted to welcome Maya as a co-owner, brand ambassador and advisor. Our aim is to significantly increase Sproud’s brand awareness in the UK and beyond, and Maya will help us further normalise plant-based choices for everyone – whether in the supermarket aisle or at the coffee shop counter,” said Sara Berger, CEO, Sproud.
“I'm really excited to become a co-owner of Sproud. There’s a lot to love – the products taste amazing, and the packaging is eye-catching, too, but ultimately I like what the company stands for in terms of health and sustainability,” Jama added.
Sproud, which currently exports to 30 countries, achieved 37% year-on-year sales growth in 2023 to post turnover of SEK 43m ($4.1m). The business also signed its first major coffee chain deal last year to supply Joe & The Juice’s 250 European stores.
Made from yellow split-peas, Sproud promotes its peamilk products as having lower sugar and higher protein levels than other plant-based dairy alternatives.
However, peamilk remains relatively unknown in the UK, where it trails oat, coconut, almond, soy and hazelnut as UK consumers World Coffee Portal’s Project Café UK 202.
The sum of Jama’s investment in Sproud was not disclosed. The brand’s other investors include London-based private equity firm VGC Partners, Malmö-based family-owned investment company Findeln Holding and Swedish investment group Dream Beverage.
