Peet’s Coffee is making a major shift in its pricing strategy by eliminating the vegan milk surcharge across all of its 280 U.S. locations starting June 4, 2025. Customers will no longer have to pay extra for plant-based milk alternatives such as oat, almond, and soy milk, a move that aligns Peet’s with other major coffee chains like Starbucks and Dunkin’. This change comes after growing consumer demand for dairy-free options at no additional cost and a high-profile advocacy effort led by Sir Paul McCartney.
Paul McCartney’s Letter to Peet’s Coffee
The legendary musician and long-time animal rights activist penned an open letter to Peet’s CEO, Eric Lauterbach, urging the company to reconsider its upcharge for non-dairy milk. McCartney emphasized the environmental impact of dairy farming, including methane emissions and high water consumption, and pointed out that charging extra for eco-friendly milk alternatives was inconsistent with Peet’s sustainability commitments (PETA). You can read the Paul McCartney letter here in PDF.
Consumer Demand and the Push for Plant-Based Options
Animal rights group PETA had also campaigned for Peet’s to eliminate the surcharge, arguing that sustainable, cruelty-free choices should not come with an additional cost. This follows similar industry changes, such as Starbucks removing its non-dairy milk surcharge in certain regions (PETA).
Peet’s has been a leader in plant-based menu offerings, having introduced its first fully plant-based food item at scale in 2021. In a statement, the company reinforced its commitment to sustainability and customer choice, adding that it’s excited to provide free dairy-free alternatives to all its customers (World Coffee Portal).
A Trend Toward Dairy-Free Coffee Culture
With more coffee chains adapting to the rise of vegan coffee drinks, Peet’s latest move signals an industry-wide shift toward plant-based inclusivity. As demand for dairy-free lattes, cappuccinos, and cold brews continues to rise, coffee brands are expected to expand their plant-based options without additional costs to consumers.
Sources & More Information
- Paul McCartney’s Letter to Peet’s Coffee CEO
- San Francisco Chronicle on Peet’s Decision
- The Times UK on McCartney’s Campaign
Final Thoughts
As plant-based milk becomes the norm in coffee culture, Peet’s latest decision sets a new standard for ethical, sustainable coffee options. Will more coffee chains follow suit? Stay tuned for the latest updates in the coffee industry! ☕🌱
