Swedish plant milk company Sproud has announced that British television presenter and entrepreneur, Maya Jama, has become an investor and co-owner of the brand.

In a statement shared yesterday (29 October 2024), Sproud revealed that Jama will become a strategic advisor and a ‘face’ for the brand as it continues along its growth trajectory, amid increasing demand for more nutritious dairy-free milk options.

Sproud’s drink is crafted using yellow split peas, and is low in sugar, high in protein and contains no common allergens.

According to the brand, it offers an improved nutritional profile and a lower environmental impact than other popular dairy alternatives, such as oat-based milks, recognised by carbon accounting tool CarbonCloud as having the ‘lowest climate impact’ on the market.

Headquarted in Malmö, Sweden, Sproud employs a team of 15 split between its headquarters and an office in London, UK. Alongside Jama, its investors include VGC Partners, a growth capital investor based in London; Findeln Holding, a Malmö-based, family-owned investment company in which Sproud co-founder Nicklas Jungberg is a majority shareholder; and Swedish investment group Dream Beverage.

Sara Berger, Sproud’s CEO, said: “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.”

Jama commented: “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.”

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