Ahead of the big game on Sunday—one of the biggest days of the year for cheese consumption—a team of PETA supporters, accompanied by a giant inflatable baby armed with a sign that reads, “If You Can Read This, You’re Too Old for Breast Milk,” will touch down at the Official Chiefs Watch Party at J. Rieger & Co. to give out free Babybel Plant-Based cheese snacks to fans, reminding people that cow’s milk is for calves and that vegan nosh is a winning play for everyone.

Where:    Outside J. Rieger & Co., 2700 Guinotte Ave., Kansas City

When:    Sunday, February 11, 4 p.m.

Credit: PETA

“Stubborn dairy-dependent men need a new game plan that doesn’t involve loading up their Super Bowl pizzas and snacks with bovine breast secretions,” says PETA Executive Vice President Tracy Reiman. “There’s never been a wider array of vegan options available, and PETA urges everyone to kick off kinder eating habits with delicious vegan cheese this Sunday and beyond.”

In the dairy industry, calves are torn away from their mothers within a day of birth so that the milk meant for them can be stolen and sold to humans as cheese, yogurt, and other “products.” PETA’s investigations into dairy facilities have found workers electroshocking cows in the face, hitting them with poles and a cane, and abusing them in other ways. Once their bodies wear out from repeated pregnancies, they’re sent to slaughter. PETA’s downloadable vegan starter kits can help anyone make the switch to vegan eating.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—points out that Every Animal Is Someone
and offers free Empathy Kits for people who need a lesson in kindness.

For more information, please visit PETA.org or follow the group on X (formerly Twitter), Facebook, or Instagram.