Peet’s Coffee to Eliminate Non-Dairy Surcharge Amidst Rising Pressure
Source: dairynews.today
Peet's Coffee plans to abolish its $0.80 surcharge for non-dairy alternatives by June 2025, aligning with consumer demands and industry trends among coffee chains in the US.
Peet’s Coffee has pledged to remove the $0.80 surcharge for non-dairy alternatives like oat, almond, and pea milk across its 280 US locations come June 2025.
This decision follows mounting pressure from consumers and campaign groups who argue that fees for non-dairy options unfairly target certain customers.
Currently, more than 20% of Peet’s sold beverages are customized with non-dairy products. Gordon Bitter, Senior Vice President of Retail at Peet’s Coffee, expressed enthusiasm about the initiative, marking it as a significant step forward in Peet's longstanding commitment to plant-based offerings. "We were proud to introduce the first fully plant-based menu item at scale for coffee shops in 2021," Bitter stated. "Now, we’re excited to take the next step by offering non-dairy options at the same price as all milk-based drinks, beginning this summer."
The move aligns with similar actions taken by other leading US coffee chains like Starbucks, Dunkin’, and Dutch Bros, which have already phased out these surcharges within the last six months.
The campaign for such changes gained significant momentum in March 2025 when PETA, supported by Sir Paul McCartney, called for Peet’s to eliminate its surcharge.
Founded in 1966 in Berkeley, California, Peet's Coffee has a history of advocating for sustainable business practices, evidenced by its LEED Gold Certified coffee roastery and its commitment to responsibly sourced coffee. The company also introduced a fully plant-based breakfast sandwich to its menu in March 2021.
This decision follows mounting pressure from consumers and campaign groups who argue that fees for non-dairy options unfairly target certain customers.
Currently, more than 20% of Peet’s sold beverages are customized with non-dairy products. Gordon Bitter, Senior Vice President of Retail at Peet’s Coffee, expressed enthusiasm about the initiative, marking it as a significant step forward in Peet's longstanding commitment to plant-based offerings. "We were proud to introduce the first fully plant-based menu item at scale for coffee shops in 2021," Bitter stated. "Now, we’re excited to take the next step by offering non-dairy options at the same price as all milk-based drinks, beginning this summer."
The move aligns with similar actions taken by other leading US coffee chains like Starbucks, Dunkin’, and Dutch Bros, which have already phased out these surcharges within the last six months.
The campaign for such changes gained significant momentum in March 2025 when PETA, supported by Sir Paul McCartney, called for Peet’s to eliminate its surcharge.
Founded in 1966 in Berkeley, California, Peet's Coffee has a history of advocating for sustainable business practices, evidenced by its LEED Gold Certified coffee roastery and its commitment to responsibly sourced coffee. The company also introduced a fully plant-based breakfast sandwich to its menu in March 2021.
