PETA Takes Credit For Caribou Coffee Dropping Plant-Based Milk Upcharge – CoffeeTalk

Caribou Coffee will no longer impose an additional charge for plant-based milk options, a decision credited to advocacy from People for the Ethical Treatment of Animals (PETA). Previously, customers faced a surcharge of approximately $1 for nondairy alternatives such as oat, coconut, and almond milk. Following discussions with PETA, the company announced on January 6 that it has eliminated this fee, echoing similar moves by other brands like Starbucks and Dunkin’.

Caribou Coffee has previously offered free alternative milk for drinks ordered via its app and has now extended this policy to in-person purchases. Company spokeswoman Lindsay Bosley highlighted that the decision reflects Caribou’s effort to align with customer preferences for greater flexibility without additional costs. This move is part of the chain’s strategy to enhance the in-store experience amid a decline in foot traffic, as it shifts its focus from drive-thru locations to creating more inviting café environments.

The demand for plant-based milk has surged, driven by health-conscious and ethically minded consumers, while the coffee industry faces challenges from rising inflation that squeezes customers’ disposable income. The $1 surcharge for nondairy options adds pressure to the overall cost of coffee, particularly in light of skyrocketing coffee bean prices.

PETA’s corporate responsibility officer Emily Guice remarked that nondairy milk helps prevent the suffering of dairy cows, who endure repeated cycles of pregnancy and lactation. The organization has long campaigned against such surcharges in the coffee industry, conducting protests and garnering celebrity endorsements, including from actor James Cromwell. As Starbucks prepares to eliminate its surcharges in 2024, Guice noted that Caribou’s decision aligns with a broader trend among coffee chains.

Caribou previously dropped surcharges for online orders in 2023, acknowledging the increasing importance of dairy-free options for consumers and environmental considerations. Following this announcement, PETA plans to send vegan chocolates to Caribou as a gesture of appreciation for their commitment to making vegan choices more accessible and affordable, emphasizing that this change benefits both consumers and animal welfare.

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