Play Fair with Plant Milk

We are urging cafes and coffee shops to drop the plant-based milk surcharge

Our research* shows one third of the UK population regularly consume dairy milk alternatives (such as oat milk, soya milk, almond milk and coconut milk) for many reasons. Motivation for this change includes health (46%), the environment (35%), or simply taste (28%). Due to this growing demand, some of the biggest coffee shop chains like Starbucks and Pret a Manger have started providing plant-based milks free of charge. However, many other leading coffee chains, independent cafes and coffee shops are yet to take this step and still charge an extra £0.47 on average for vegan milk alternatives such as oat milk, despite this being the preferred choice of plant-based milk for most (42%). 

The Vegan Society want to see more cafes and coffee shops setting a positive example by being more inclusive and dropping the surcharge on all dairy-free milk alternatives. This would benefit both consumers and businesses while also reducing harm to the planet.  The World Resources Institute states plant-based milks on average generate roughly one third or less of the greenhouse gas emissions of cow’s milk, and most use considerably less water. By serving plant-based options at a matched price, businesses can help reduce their impact on the planet and help customers make a more sustainable choice!

*The Vegan Society. (2025). Based on the “Play Fair Survey," conducted via Attest on 10 April 2025 with 2000 people selected using nationally representative targeting. 

Take action today

Join the campaign and use our free email templates to contact businesses and ask them to drop their plant milk surcharge.  

LOCAL BUSINESSES EMAIL TEMPLATE

Local businesses email template

Dear [name of establishment owner or manager]

As a local customer in [local area], I’m asking you to remove the surcharge on plant-based milks in your establishment.

The Vegan Society’s research shows one in three people regularly consume plant-based milk either for their health, the environment, dietary preferences and/or religious or cultural beliefs.¹ Serving plant-based milk at no extra cost to customers can make your business more inclusive, attain more loyal customers and ultimately increase sales!

Removing the surcharge is also a great way for your business to lower its carbon footprint as it encourages customers to make a choice that is better for the planet! Plant-based milks on average generate roughly one-third or less of the greenhouse gas emissions of cow’s milk, and most use considerably less water.²

[Briefly share your personal experience as a customer here. E.g. How do you feel when you have to pay extra for plant-based milk? Do you feel it’s unfair? Do you feel less included? Does it make you worry about the cost of living?]

I do hope you consider removing the extra cost placed on plant milk, for the reasons detailed above.

Yours sincerely,

[Sender name]

1. The Vegan Society. (2025). Based on the “Play Fair Survey," conducted via Attest on 10 April 2025 with 2000 people selected using nationally representative targeting.

2. World Resources Institute. (2025). Which milks are best for the planet? Available at: www.wri.org/insights/milks-environmental-impact [Accessed 31 March 2025]

 

CHAIN BUSINESSES EMAIL TEMPLATE

Chain businesses email template

Dear [name of establishment owner or manager]

As a customer of [insert establishment name], I’m asking you to remove the surcharge on plant-based milks in your establishment.

The Vegan Society’s research shows one in three people regularly consume plant-based milk either for their health, the environment, dietary preferences and/or religious or cultural beliefs.¹ Due to this growth in demand, some brands such as Starbucks and Pret A Manger have made the decision to provide all plant-based milks free of charge in a move to be more inclusive, attract more customers and boost sales.

Removing the surcharge is also a great way for your business to lower its carbon footprint as it encourages customers to make a choice that is better for the planet! Plant-based milks on average generate roughly one-third or less of the greenhouse gas emissions of cow’s milk, and most use considerably less water.²

[Briefly share your personal experience as a customer here. E.g. How do you feel when you have to pay extra for plant-based milk? Do you feel it’s unfair? Do you feel less included? Does it make you worry about the cost of living?]

As a large organisation, you have a huge opportunity to support the wellbeing of both your customers and the planet. I hope to see you leading the way on this much needed change.

Yours sincerely,

[Sender name]

1. The Vegan Society. (2025). Based on the “Play Fair Survey," conducted via Attest on 10 April 2025 with 2000 people selected using nationally representative targeting.

2. World Resources Institute. (2025). Which milks are best for the planet? Available at: www.wri.org/insights/milks-environmental-impact [Accessed 31 March 2025]

 

Include fortified plant milks in nutritional public health initiatives for children

Veganism is booming and with that the demand for plant-based food has skyrocketed accordingly. Research shows that 1 in 3 people regularly buy plant-based milks, including soya, oat, coconut, almond, hazelnut, cashew, hemp, rice and flax milks.

Despite this, animal milk is promoted and supported in various nutritional public health initiatives for children, which do not include any plant milk alternatives. This means that vegan children do not benefit from the initiatives, which are designed to increase calcium intake for growing kids. Vegan children often miss out or have to rely on parents to provide their own milk, something that is not always possible for low-income families. 

 Examples of schemes/initiatives affected

• Healthy Start Scheme (Best Start Foods Scheme in Scotland)
• EU School Milk subsidy scheme
• School Food Standards (mandatory daily milk section)
• UN School Milk Day (24 September)
• Nursery Milk Scheme

 ​​​​​​​How are The Vegan Society challenging this?

The Vegan Society are challenging the unfair promotion of cow's milk, where fortified plant milks can provide the same nutritional content to children.

We want to see fortified plant milk recognised as an alternative, wherever animal milk is currently supported or promoted.

We are doing this by formally challenging the government and other institutions directly, making the case that the current situation discriminates against vegan children along with those who have dairy allergies and intolerances or even those children who just do not like animal milk. We want to see all of these schemes broaden their scope to support fortified plant milk alternatives as well, for the benefit of vegan children and any child who can't or doesn't want to drink dairy.

Keep up to date with all of our campaign work on this issue.

How can you get involved?

You can get involved and further the campaign in the following ways:

• Write to the government and other institutions highlighting this issue
• Share experiences of discrimination
• Share social media hashtags around World Plant Milk Day and School Milk Day