Los Angeles-based coffee chain The Coffee Bean & Tea Leaf will remove its upcharge for plant-based milk alternatives starting June 3, following a campaign by animal rights organization PETA that included outreach from more than 20,000 supporters and a direct meeting with the company.
PETA credited the outcome to sustained supporter pressure and engagement through its ally organization Strategic Action for Animals.
“The Coffee Bean & Tea Leaf’s compassionate decision is grounds for celebration, and PETA commends the company for making ethical, animal-friendly vegan milk accessible to everyone,” said PETA President Tracy Reiman.
Plant-based milk pricing under scrutiny across coffee chains
The Coffee Bean & Tea Leaf joins a list of chains that have removed similar surcharges in recent years, including Starbucks, Dunkin’, Peet’s Coffee, Scooter’s Coffee, Tim Hortons, Caribou Coffee, and Dutch Bros. PETA has announced it is now directing its campaign toward Biggby Coffee.
The surcharge issue has become a recurring pressure point in the coffee sector, with consumer advocates arguing that price premiums on oat, soy, almond, and other plant-based milks create a financial disincentive to choosing non-dairy options.
“PETA encourages coffee lovers everywhere to help spare mother cows and their calves a lifetime of suffering by ditching dairy and choosing kind vegan milk.”
