Muffin Break has introduced a new initiative where the extra surcharge imposed for coffee’s made using soy milk will be removed. 

Aptly named ‘no extra charge for soy,’ the initiative will see the company break an industry wide coffee trend by pledging that it will not charge customers an extra 50 or 60 cents for soy, regardless of the type of coffee they choose to buy.

The move comes following the growing popularity of soy based coffees, along with the results of a Woolcott research survey commissioned by Muffin Break at the end of January.

The survey uncovered that one in four Australian coffee drinkers would consider switching to soy milk if it incurred no extra cost.

It also found that generation Y is particularly interested in switching to soy, with 35 per cent of respondents stating they would be more likely to make the change if there was no surcharge.

Interestingly, 64 per cent of the people surveyed who already opt for soy milk in their coffee do so for dietary requirements, meanwhile more than one quarter have made the switch because they think it is trendy.

John Macphail, national brand manager, Muffin Break said all coffee drinkers should be able to enjoy the company’s coffee, regardless of whether they prefer soy or dairy milk.

“Some may say the industry-standard soy milk surcharge is justified given the cost of soy in comparison to regular milk, but the undeniably-existent frustration of having no option but to pay more for soy coffee – especially when non-soy milk isn’t an option for health reasons – is just as understandable,” he said.

“With our ‘no extra charge for soy’ promise, Muffin Break is raising the bar in support of soy drinkers and I am so proud our brand is in such a strong position that we’re able to do so.”

Coffee is one of Muffin Break’s major sources of revenue, accounting for 50 per cent of its total sales, and the company sold over 70,000 units of soy-based milk products last year alone.

Muffin Break believes its ‘no extra charge for soy,’ initiative will save soy drinkers an extra cup of coffee each week.