Starting today, Starbucks will offer a vegan oat milk option at five Starbucks Reserve locations in San Francisco, Seattle, and New York. The Reserve shops are a more upscale Starbucks experience and the chain often launches new concepts through these outposts. The chain first launched an oat-milk option alongside its other dairy-free milks across its United Kingdom locations in January 2018. Starbucks is also serving oat milk at three of its Princi bakery locations in Seattle, Chicago, and New York. The popularity of oat milk, popularized by Swedish brand Oatly, is on the rise with many companies entering the lucrative industry. In recent months, Danone-owned So Delicious introduced oat milk-based vegan yogurt and ice cream flavors, Quaker Oats created a line of oat milk, and IKEA debuted limited-edition vegan oat smoothies.