Starting November 7, Starbucks will remove its surcharge for dairy substitutes, a move anticipated to save U.S. customers over 10% on drinks with milk alternatives.

This change follows customer demand and comes amid a sales dip linked to higher prices.

CEO Brian Niccol, who joined in September, aims to revitalize the brand by simplifying menus and adjusting pricing.

The timing coincides with the launch of Starbucks’ holiday menu and the end of its olive oil-infused drinks, CNBC has reported.

Starbucks’ surcharge policy has drawn criticism from activists and a pending lawsuit, with lactose-intolerant customers alleging discrimination.

Written by B.C. Begley