Leading animal rights charity PETA is launching a major anti-dairy campaign just ahead of June's National Dairy Month.
According to the charity, the action is in response to 'attempts by dairy state senators seeking to ban the word 'milk' from packaging and advertising for every form of milk except dairy milk'.
As part of the campaign, PETA will launch 20,000 cup sleeves in dairy state coffee shops across the US, which say: "De-Calf Your Coffee: Dairy Is Udder Cruelty. Choose Almond, Soy or Coconut Milk."
According to PETA: "[The sleeves will] adorn cups of coffee in the state capitals of New York, California, Pennsylvania, Ohio, and Wisconsin, 'America's Dairyland'."
The charity worked with New York–based Brite Media Group, which contracts with independent coffee shops across the country, and has plans to place the ads in more top dairy-producing states in June.
PETA Vice President, Dan Mathews, said: "Learning of the conditions under which cow's milk is obtained leaves a sour taste in your mouth. That's why so many consumers are ditching the dairy variety for coconut, almond, oat, hazelnut, and soy milks."