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Fortune

Christiaan Hetzner

Starbucks ends ‘vegan tax’ on nondairy milk as new CEO overhauls menu in face of customer exodus

Starbucks United States Brian Niccol James Cromwell Peta

A barista pours steamed milk into a beverage inside a Starbucks Corp. cafe in the Sandton area of Johannesburg, South Africa. (Credit: Waldo Swiegers—Bloomberg/Getty Images)

Starbucks will no longer gouge the chain’s vegan customers if they order their tall Pumpkin Spice Lattes with milk from an almond rather than a cow.

Starting on Nov. 7, when it launches its holiday menu, the company will offer consumers nondairy milk for free when ordering at one of its 18,000-plus stores in the U.S. and Canada.

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