Peet’s Coffee, a California – based specialty coffee group, has made an important announcement. Come June 2025, it will eliminate the $0.80 non – dairy surcharge across its 280 coffee shops in the United States.
The company offers almond, oat, and pea – based dairy alternatives from brands like Califia Farms, Chobani, and Ripple. It has previously disclosed that over one – fifth of all beverages sold in its US stores are customized with non – dairy options.
Gordon Bitter, the Senior Vice President of Retail at Peet’s Coffee, stated, “We were proud to introduce the first fully plant – based menu item on a large scale for coffee shops in 2021. Building on that dedication, we launched a seasonal menu centered around plant – based ingredients. Now, we’re thrilled to take the next step and offer non – dairy options at the same price as milk – based drinks starting this summer.”
US coffee chains are under increasing scrutiny regarding the extra charges for dairy alternatives. Campaign groups contend that these charges unjustly affect customers with allergies, those who are lactose intolerant, as well as individuals with ethical or sustainable dietary preferences.
In March 2025, the animal rights non – profit PETA launched a campaign, endorsed by Beatles legend Sir Paul McCartney, pressing Peet’s to abandon its surcharge.
Peet’s is following in the footsteps of other major US branded coffee shop players. Market leaders such as Starbucks, Dunkin’, Dutch Bros, and Scooter’s Coffee have all removed additional plant – based charges within the last six months. In 2025, Tim Hortons, Gregorys Coffee, Wake Up Call Coffee, and Alfred have also made the same move.
Established in Berkeley, California, in 1966, Peet’s has a long – standing commitment to sustainable business practices. In 2007, it opened the first LEED Gold Certified coffee roastery in the US. In June 2022, the company announced that 100% of its purchases met Enveritas’ responsible sourcing standards. In March 2021, Peet’s launched the Everything Plant – Based Sandwich, which it claimed was the first permanent, fully plant – based breakfast item on a major coffee chain’s menu.
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