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Second Cup begins Break from Bitter campaign

Coffee chain Second Cup has begun a promotional initiative called "Break from Bitter" intended to highlight the lack of bitterness in its coffee. The promotion began with an event at a Second Cup location in downtown Toronto on Sept. 8. The store was redecorated as a "Canadian Bitter-Free Zone" featuring food, music and coffee, as well as "positivity" and "optimism," according to the company. This was the first of a series of event the brand will conduct as part of this campaign. Additional elements will include a national tasting tour and social media activities.

"We believe coffee lovers deserve the best tasting coffee," said Chris Sonnen, vice-president of coffee experience at Second Cup. "Some people believe that coffee should taste harsh and bitter, but in reality, bitter coffee has been abused or burnt. This misconception leaves a really bad taste in my mouth, and as Canada's only national specialty coffee company, Second Cup is on a mission to ban the bitter in coffee cups across the nation. We are encouraging Canadians to choose better, not bitter."

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