Investments & Acquisitions

TV Presenter Maya Jama Becomes Investor & Co-Owner of Plant Milk Brand Sproud

Award-winning British television presenter and entrepreneur Maya Jama has become an investor and co-owner of Swedish pea milk brand Sproud.

Jama is a two-time British Vogue cover star and the face of global campaigns for Rimmel, Dolce & Gabbana, and Self-Portrait. She is known as the host of last year’s Fashion Awards, this year’s BRIT Awards, and the popular ITV series Love Island.

Additionally, Jama was recognised on this year’s Forbes 30 Under 30 List. Following the investment, she will act as a strategic advisor and brand ambassador to Sproud, becoming the face of the company.

“I’m really excited to become a co-owner of Sproud,” said Jama. “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. The Swedish connection also really appealed to me — my mum is half-Swedish and I have very happy childhood memories of summers in Sweden with my grandparents.”

© Charlie Sarsfield/Sproud

Normalising plant-based choices

Sproud is made from yellow split peas, which the company claims gives it a better nutritional profile than many other milk alternatives. It is high in protein, low in sugar, and free of common allergens. According to Sproud, the investment from Maya Jama comes at a period of significant growth for the brand, with many consumers reportedly seeking alternatives to oat milk.

Sproud previously raised £4.8 million in 2021 with the aim of accelerating distribution and brand building in the UK and other key markets. Later that year, the company appointed Sara Berger, previously the CEO of Sweden’s largest fruit and vegetable supplier SydGrönt, as its Global CEO.

“We’re delighted to welcome Maya as a co-owner, brand ambassador, and advisor,” said Berger. “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.”

Sproud can be purchased from Waitrose, Ocado, and Amazon. It is also the preferred milk alternative at juice bar chain Joe & The Juice.

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