Peet’s Drops Vegan Milk Upcharge Days After PETA Launches New Campaign!

And that’s a frappe! Just days after PETA launched a national campaign pressing Peet’s Coffee to stop charging extra for vegan milk, with longtime PETA pal Sir Paul McCartney part of the push, the chain has announced that it will stop penalizing conscientious consumers for choosing plant milks that are kind to cows, their calves, and the planet. Sir Paul wrote to Peet’s Coffee CEO Eric Lauterbach, and the chain knew that PETA was planning a blitz of targeted billboards near stores across the country, a stirring social media campaign, and protests outside its stores, and had already received letters from more than 40,000 PETA supporters urging the chain to join Starbucks, Dunkin’, and other coffee giants that had dropped the punitive plant milk price hike. PETA is celebrating Peet’s adoption of the new industry standard.