Minor Figures Invites Coffee Lovers to Get Disloyal to Dairy through Global Campaign Focused on a Future Worth Saving

Plant-based coffee drinkers in 10 North American cities are invited to taste the personal and planetary health benefits of non-dairy milk, all while earning a chance at 230 prizes.

LOS ANGELES, Sept. 30, 2025 - Get ready to be rewarded for being disloyal. Minor Figures, one of the most eminent global brands to emerge from barista subculture in the past decade, is bringing back its Dairy Disloyalty global campaign, which invites coffee lovers from around the world to explore a world without dairy. Part race, part orienteering, part social media mayhem, Dairy Disloyalty champions cafés in the specialty coffee community by inviting connection through a loyalty to plants, the planet, and animals, while being “disloyal” to dairy.

Taking place from Oct. 3-17, 2025, Dairy Disloyalists in participating markets will get a chance to discover more of their cities by cruising to six participating cafés and collecting stamps on a Dairy Disloyalty Passport at each stop when they enjoy a plant-based coffee. Once all six stamps are collected, participants can upload their Dairy Disloyalty Passport to be entered to win various prizes, including:

The Speedrun. The first 200 entrants to submit a completed Dairy Disloyalty Passport will automatically win a Minor Figures custom, silk-screened bandana.
The Major (not to be confused with Minor) Prizes. 30 winners selected randomly will receive a Minor Figures limited-edition blue flocked art toy featuring Minor Figures’ Penny.
The Grand Prize. Two lucky winners determined by random drawing will each win a state-of-the-art OB-4 speaker from teenage engineering, customized by Minor Figures and ready to pair with any playlist.

“Dairy Disloyalty is a celebration because we know that to save the world, you have to throw a better party than those destroying it,” said Melissa Hauser, president of Minor Figures North America. “Whether you’re oat curious or all in on alt-dairy, we’re here to make every sustainable sip a little more delicious and a lot more entertaining.”

Now in its fourth year, Dairy Disloyalty is a global campaign and competition taking place this year in 21 cities and 120 cafés around the world. In North America, that includes 60 participating cafés across these 10 cities: Atlanta, Austin, Cincinnati, Denver, Los Angeles, Nashville, New York City, Portland (Ore.), San Francisco and Toronto.

Minor Figures is committed to crafting tomorrow’s beverage innovations with the biggest impact and the smallest environmental footprint, and is one of the only B-Corp Certified oat milk brands in North America. Oat milk produces 3X less greenhouse gas per liter than dairy milk, generates 80% fewer carbon emissions, and uses 80% less water and land compared to dairy milk, making it the ideal plant-based milk for a delicious and sustainable experience.

“Being a Dairy Disloyalist is better for the planet,” continued Hauser. “Through partnerships with cafés that share a point of view that a plant-based future is a positive and powerful one, we see immense potential in the impact we can create together.”

Created by coffee–loving friends and baristas and inspired by café culture, Minor Figures’ products are designed to push beyond other plant-based alternatives and dairy to help create a future worth saving. Minor Figures’ Barista Oat range is specifically designed to celebrate the natural characteristics of each coffee's complex flavor instead of smothering them – providing the perfect base for balanced, smooth, and silky beverages every time without sacrificing quality, texture, or taste. In short, it's designed to be the Minor Figure in the cup.

To locate participating cafés and start your Dairy Disloyalty taste trip, visit the Minor Figures website and connect with Minor Figures on Instagram at @minorfigures.

About Minor Figures

Minor Figures is a global brand developing best-in-class plant-based beverages designed to take you on a taste trip. Founded by coffee-loving friends and baristas for a better planet, Minor Figures is creating a future worth saving — crafting tomorrow’s beverage innovations with the biggest impact and smallest environmental footprint. As one of the only B Corp-certified oat milks in North America, they champion sustainability, community, and connection. Minor Figures products provide a café-quality experience in every cup. Find Minor Figures at major regional and national grocery stores across the U.S. and Canada, as well as on the bar of 10,000+ specialty coffee shops worldwide. To join The Minorverse, visit the Minor Figures website or connect with Minor Figures at @minorfigures.

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