A shift is beginning to take hold in independent cafés. Since launching our Udderly Kind campaign, three cafés have completed trialling oat milk as their default option, and all three have now decided to keep it long-term! 

Our Oat as Default Champions 

The Canteen in Bristol was the first to take part. After seeing how smoothly customers responded, the team made the change permanent.

“A lot of customers have not asked for dairy milk since we began the trial. It has been a positive experience!”

Two more cafes soon followed. Bonnie’s joined the campaign because the team saw oat milk as “A healthier alternative that’s kinder to the planet.” For Oven District, the trial was an opportunity to encourage reflection and conversation:

“I’m so excited about starting with default oat … I’m expecting customers to react with awareness… and maybe engage in a conversation about the reality of things, how we’re completely overconsuming animal products, and how it’s completely destroying our environment.”

Each café has approached the change in its own way. What unites them is their awareness of the positive influence they are able to have, and a willingness to explore something different. What also unites them is how simple the change is operationally. If someone asks for a generic drink, let’s say, a latte, and doesn’t specify the milk, the cafe simply says ‘Is oat milk okay?’ steering the customer towards oat in their coffee. 

Could your café be next?

We are now looking for ten more independent cafés to make up our next round of trials. Minor Figures are working with us to make trying the change as straightforward and low-risk as possible, and their message is this:

“To any cafés considering oat as default, I would say: just give it a go! Oat milk has played, and I think will continue to play, a really big part in coffee culture, both from an environmental perspective and from a taste perspective. By giving people the opportunity to try it without the cost penalty, you’ll be pleasantly surprised …”

Participating cafés can receive free barista oat milk, customer-facing materials, guidance for staff and practical support throughout the trial, and Minor Figures is also keen to build lasting relationships with cafés that share its enthusiasm for oat milk and its place in coffee culture:

“We’re here to support you, not just through free oat milk stock, but also through our amazing brand team, who would love to support you and create a long-lasting partnership.”

Why are we giving so much for such a small operational change? Because defaults influence everyday decisions. When oat milk is offered first rather than as an ‘alternative’, and without an additional charge, more customers have an opportunity to try it. This makes more sustainable choices more familiar, accessible and even attracts new customers who consume more consciously, with the animals and the environment in mind. 

Join our next round of trials

We’re looking for ten independent cafés ready to help shape the next chapter of ethical coffee culture. If your café wants to lead this shift, email Sean at sean@animaljusticeproject.com and tell us a little about your café, what draws you to default oat, and why you should be next. 

As always,

For the Animals!