The Coffee Bean & Tea Leaf, a Los Angeles-based coffee chain, will be removing its surcharge for plant-based milk alternatives starting June 3, following a campaign by PETA that garnered support from over 20,000 individuals and a direct meeting with the company. PETA credited sustained supporter pressure and engagement for this decision, in collaboration with ally organization Strategic Action for Animals. PETA President Tracy Reiman commended the company for making ethical, animal-friendly vegan milk accessible to all.

This decision by The Coffee Bean & Tea Leaf adds to a growing list of coffee chains that have removed similar surcharges in recent years, including Starbucks, Dunkin', and more. The issue of surcharges on plant-based milks has sparked discussion within the industry, with consumer advocates arguing that these premiums create a financial disincentive for choosing non-dairy options. PETA has now shifted its campaign towards Biggby Coffee and continues to promote the benefits of choosing vegan milk to spare mother cows and their calves from suffering.