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Second Cup conducts Clean Label campaign

Toronto-based coffee chain Second Cup Coffee has begun a campaign in support of its new "Clean Label" program, highlighting the company's commitment to eliminate artificial colours, artificial flavours, preservatives and high fructose corn syrup from all beverages on its menu. According to the company, 70% of its menu now meets this standard.

The campaign consists of in-store materials as well as public relations and social media activities. In addition, a series of online videos will be posted to YouTube and Facebook describing the initiative. Craft Public Relations is handling the PR component, while video series was developed by Rack & Pinion Creative.

"We know that Canadian consumers are making more informed food choices," said Garry Macdonald, president and CEO of Second Cup. "They care about what’s in their food and drinks, and they're looking for options they can feel good about. 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."

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