From May, Gail’s will offer soy milk for free, joining the growing movement to make plant-based options more accessible.
Following growing public pressure and a national campaign by animal rights group PETA, Gail’s Bakery will remove its soy milk surcharge from 21 May 2025.
The fast-growing UK chain, which charges up to 60p for oat and soy milks, has confirmed it will remove its soy milk surcharge, but will continue to charge extra for oat milk in coffee and tea.
A spokesperson for Gail’s explained that the decision reflects the company’s focus on sustainability and customer choice:
We know that choice is important, which is why we’re proud to offer British-made oat and soy milks as dairy alternatives. From 21 May, soy milk will be free in our bakeries. We want to make it easier for everyone to enjoy their coffee or tea the way they like, while remaining committed to sourcing high-quality ingredients that are both delicious and sustainable.
The change comes after PETA orchestrated protests, a high-profile social media campaign and over 12,000 letters from supporters urging Gail’s to reduce what they called its “punitive” plant milk prices.
Dawn Carr, PETA’s Vice President of Vegan Business Programs, welcomed the move and said:
Plant milk price markups can be off-putting for customers, especially when they are making a choice for their health, for the welfare of cows or for the planet. PETA is pleased that Gail’s has taken the first step to waive the soy milk surcharge, but the oat milk surcharge must also be reduced to protect cows from harm and reduce methane emissions.
The announcement comes at a time when demand for plant milk is surging. Today, a third of Brits regularly choose non-dairy alternatives, while traditional dairy consumption continues to decline, with UK dairy consumption falling by nearly 50% over the past fifty years.
Similar changes are also happening across chains nationally and across the Atlantic
Gail’s joins a growing list of coffee chains making similar changes. Caffè Nero, Costa Coffee and Starbucks have already introduced at least one dairy-free drink at no extra charge. Pret A Manger and Patisserie Valerie have also begun actively promoting full-price vegan milk.
Across the Atlantic, the movement is gaining similar momentum. The five largest coffee chains in the US – Dunkin’ Donuts, Starbucks, Tim Hortons, Dutch Bros and Scooter’s Coffee – now offer dairy-free milk for free.
Even celebrity endorsers have joined the fray. Just last month, music legend Sir Paul McCartney wrote to US coffee chain Peet’s Coffee, urging them to remove their plant-based milk surcharge. Peet’s responded quickly and removed the fee shortly afterwards.
McCartney writes:
It has recently come to my attention that Peet’s charges an extra fee for plant-based milk over dairy milk. I have to say, this surprised me, as I know your company is committed to reducing methane emissions and water waste, to which dairy milk contributes significantly.
As major brands on both sides of the Atlantic reduce the price premium for plant-based milks, the rest of the industry is under pressure to follow suit.
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