The Foodco-owned cafe chain Jamaica Blue has joined with its sister-franchise brand, Muffin Break in offering soy milk at no extra cost to its coffee drinking customers.

The ‘no extra charge for soy’ campaign will commence on Monday 26 August and features Vitasoy’s new organic soy milk providing a welcome relief for existing soy-drinkers as well as health-conscious customers.

National brand manager, Drew Eide said that independent research shows the increase in soy milk consumption is due to dietary requirements, health motivation and taste preference.

“With our ‘no extra charge for soy’ promise and addition of organic soy milk, Jamaica Blue is supporting all coffee-lovers, regardless of their preferred coffee-type,” said Eide.

Earlier this year, Muffin Break was the first Australian bakery cafe brand to pledge ‘no extra charge for soy’ and Jamaica Blue now joins to deliver an industry first by offering organic soy milk.

Jamaica Blue will promote this campaign through electronic direct marketing to the brand’s Caribbean Crew loyalty database as well as via Facebook and local area marketing nationwide.