Burger King Austria has decided to drop its pledge to serve oat milk in coffee and hot drinks instead of dairy, less than a week after making the announcement. The fast-food brand stated that it will continue to offer dairy options alongside Oatly Baristamatic, following customer feedback. Despite the positive response to the initial pledge from customers and animal rights groups, Burger King decided to adapt its menu based on customer preferences.

The plant-based milk market continues to grow, with Oatly leading the way with its Baristamatic oat milk. Traditional dairy has been linked to negative health outcomes and environmental impact, making plant-based alternatives more sustainable and healthier options. The global plant-based dairy market is predicted to reach USD $34 billion by 2030, as milk alternatives become a routine purchase for many consumers.