![[EU] Price increase per 3rd of June for drinkable range.](https://external-preview.redd.it/BJ1l8xAF1ykiuJIBddDsou6ZvlZllFLUxJakkKeJHok.png?width=1080&crop=smart&auto=webp&s=c7e8b37f966f2f91b5f0cb9519475df9bf102cae)
[EU] Price increase per 3rd of June for drinkable range.
Hi all,
Many of you have just received our first comms about the upcoming birthday sale and price increase. For those who didn't, here's the TLDR:
The Dutch government is forcing us to pay a "sugar tax" (Verbruiksbelasting) by ridiculously classifying our Plenny Shakes and Drinks as "lemonade" instead of food, simply because you drink it from a shaker instead of eating it with a spoon.
We know this sucks, and we hate having to do it, but to cover this tax we have to raise prices on our drinkable range starting June 3rd. We’re incredibly sorry for the impact this will have on your wallet, but we can no longer absorb the cost of this tax.
To help you soften the blow, we want to give everyone a chance to stock up at the old prices during our yearly Birthday Sale starting this Friday. 🎂💚
You can read the full statement here.