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Plant-based brand Oatly has partnered independent coffee shops across London to offer customers 80 percent off coffee – made with vegan oat drink.

The initiative aims to highlight the potential 80 percent reduction in CO2 emissions by using Oatly Barista in place of cow’s milk.

The discount starts on October 22 running until November 4 (check below for participating outlets).

Vegan campaign

Oatly has been hitting headlines recently thanks to a major ad campaign it launched across the UK – highlighting how cow’s milk is for baby cows, and plant-milks are better suited to humans.

Posters in major transport hubs like Kings Cross say: “It’s like milk, but made for humans.”

“Some consider our messaging to be controversial,” Oatly’s Creative & Strategic Director (International Markets), Michael Lee said in a statement sent to Plant Based News. “We disagree. It’s fact, because our oat drinks actually are made for humans, rather than for baby cows.”

Participating sites:

Craft Coffee, Kings Cross (October 29 – November 4)
(All) Taylor St Baristas across London (October 22-28)
Kobo, Hackney (October 29 – November 4)
Sazzy and Fran, Hackney (October 29 – November 4)
Palm Vaults, Hackney (October 29 – November 4)