We used to wonder too. Now we know more. The misconceptions are falling – one step at a time. 

We used to be unsure whether we could afford to change. Was red meat untouchable? Would our customers go for plant-based options? Would suppliers really adapt? Wasn’t oat milk just niche? Was palm oil too difficult to remove? 

Now we know. It’s not easy, but it works. In Estonia, we replaced beef sausages with chicken, and sales went up. In Sweden, we nudged oat milk in coffee, and uptake doubled. We pushed for palm oil-free bakery products, and our suppliers delivered. As of March 1, 2026, all edible products at Caffeine in Latvia and Estonia are free from palm oil.

These are amazing acievements, by national teams and individual merchants. Dedicated people. It makes us proud. We have come far we since we began our joint sustainability journey just a few years ago. But this is not about showing off. 

It is about inspiration. Showcasing that it can be done while being honest and clear. Because inspiration and clarity creates action. Today, it is neither relevant nor possible to separate sustainability from business. Our ability to balance long-term goals with everyday decisions will define our future success.