Second Cup Coffee Co. has announced a move to clean label beverages, with a commitment to eliminate artificial colours and flavours, preservatives and high fructose corn syrup from all beverages on the menu. As of 04 January, 25 beverages achieved the “Clean Label” standard, representing 70 per cent of the chain's beverage menu. This includes non-flavoured brewed coffee, lattes, cappuccinos and smoothies, as well as many of Second Cup's signature products, such as its Hot Chocolate and White Hot Chocolate, Vanilla Bean Latte and Moccaccino. The company has been quietly testing the menu changes for months to ensure that the reformulation does not change the taste of the beverages. “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,” said Garry Macdonald, President & CEO, Second Cup. “We're proud to be leading the Canadian coffee market in a move to Clean Label beverages. At Second Cup, we're on a continual mission to provide the most premium and innovative coffee experience in the country – and we believe that this is an important step in that journey.” In addition to its commitment to Clean Label, all coffee served at Second Cup is third party certified to be grown, harvested and processed in a socially and environmentally responsible manner. Second Cup coffees are Rainforest Alliance Certified, Fair Trade Certified and/or Certified Organic. Products that meet the Clean Label standard will be marked with a unique symbol on Second Cup's menu boards.