Second Cup responds to Canadian consumers making the move to clean living with a commitment to clean label beverages.
Clean label, a consumer driven movement refers to products that contain natural, simple ingredients that are easy to recognize, understand, and pronounce.
Second Cup announced Thursday that the brand is committed to eliminating artificial colours and flavours, preservatives and high fructose corn syrup from their entire beverage lineup.
According to the company, 25 drinks, representing 75 per cent of the brand’s beverage menu currently meet the “clean label” standard.
“We know that Canadian consumers are making more informed food choices. They care about what’s in their food and drinks, and they’re looking for options they can feel good about,” Garry Macdonald, president and CEO of Second Cup said in a release.
The company said its menu boards will identify beverages that meet the clean label standard with a unique symbol.