Say SAYONARA to Soy Charge

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Coffee-loving soy milk drinkers across the nation are saying ‘sayonara’ to the soy milk surcharge imposed by most coffee-chains which typically charge consumers 60 cents more for soy per cup of coffee.
Breaking the industry-wide trend in support of its soy-sipping customers, Muffin Break has pledged no extra charge for soy in any type of coffee sold at any Muffin Break café across Australia.
The result of a noticeably-solid and growing increase in soy coffee sales, Muffin Break’s bold ‘no extra charge for soy’ campaign concurs with a mounting number of Aussies who are considering dumping dairy for soy.
According to a recent independent survey commissioned by Muffin Break, one in four Australian coffee drinkers would definitely consider switching to soy milk if it incurred no added cost to their daily coffee intake.
Generation Y in particular is interested in switching to soy, with 35% of those surveyed stating they would be more likely to make the change if not for the surcharge.
Of those surveyed who currently take soy milk in their coffee, more than one quarter choose soy because they consider it more ‘trendy’ than dairy, while 64% drink soy for dietary requirements.
“Frankly, all coffee-lovers should be able to savour the taste of our freshly-ground and award-winning coffee, regardless of their preference in coffee-type,” said Muffin Break National Brand Manager, John Macphail.
“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.
“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,” added Mr Macphail.
Coffee currently accounts for 50% of Muffin Break’s total sales and more than 70,000 units of soy-based milk products were sold by Muffin Break last year.
Barista-quality Vitasoy Soymilk is the only brand of soy used in Muffin Break coffee, which is made by fully-trained baristas who freshly grind every cup.
Conscious of the ‘Me Moment’ sought by its predominately female on-the-go customers, Muffin Break now trades through more than 185 cafés across Australia.
The Woolcott Research survey commissioned by Muffin Break in late January 2013 indicates that most Aussie women enjoy their coffee in-store as opposed to take-away, and the most important purchasing factors for coffee-loving females are size and cost per coffee cup.
With the money saved from Muffin Break’s ‘no extra charge for soy’ initiative, budget-savvy soy coffee drinkers can now enjoy an extra full-cup of coffee per week. Furthermore, those with membership to the Muffin Break Loyalty Club receive a free coffee with every fifth purchase – unlike members of competitor coffee-chain loyalty schemes which generally call for a much higher number of prerequisite purchases.
For more information about the Muffin Break ‘no extra charge for soy’ campaign – including nutritional facts about soy, delicious recipes, health tips and more – check out the Muffin Break page on Facebook.

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