Effective February 27, 2025, Second Cup eliminated the additional charge for non-dairy and lactose-free milk alternatives at all locations across Canada. The move reinforces the brand’s commitment to providing greater accessibility and choice for its customers.
With the policy change, customers will now have the freedom to select their preferred non-dairy or lactose-free options—including almond, coconut, soy, and oat milk, as well as lactose-free 2% and skim milk—at no additional cost. The decision marks a significant shift in Second Cup’s customer service approach, aligning with changing consumer preferences for more inclusive and accommodating beverage options.
“Our goal has always been to create a welcoming café experience,” said Peter Mammas, Founder and CEO of Foodtastic, the parent company of Second Cup. “We recognize that preferences and dietary needs vary, and by removing this charge, we’re ensuring that all our guests can customize their drinks without an added cost.”
Responding to Consumer Expectations
The decision comes amid growing demand for dairy alternatives and increasing consumer expectations for equitable pricing in the coffee industry. With plant-based diets and lactose-free lifestyles becoming more common, many customers have long called for the removal of surcharges on non-dairy milk options.
By eliminating the extra fee, Second Cup follows in the footsteps of select competitors who have already made similar moves, reinforcing its commitment to customer satisfaction and inclusivity.
All 178 Second Cup locations across Canada will implement the change immediately, with adjustments reflected on menu boards and in-store pricing. The move is expected to be well-received by customers who have sought greater flexibility in customizing their beverages.
A Legacy of Adaptation and Growth
Since its founding in 1975, Second Cup has remained a fixture in the Canadian specialty coffee market, known for its premium quality beverages and commitment to sustainability. The company has continuously evolved to meet the demands of an ever-changing coffee culture.
In February 2021, Second Cup was acquired by Quebec-based Foodtastic Inc. for an undisclosed amount, which included $14 million in cash. The acquisition provided a new strategic direction for the brand, allowing it to modernize and expand under new ownership.
Beyond its latest pricing shift, Second Cup has also demonstrated a strong commitment to ethical sourcing and environmental responsibility. Notably, 80% of its coffee beans are Rainforest Alliance Certified, ensuring adherence to standards that protect ecosystems and promote fair treatment of farmers and workers.
