Canadian specialty retailer Second Cup Coffee has moved to a new beverages menu as part of its commitment to the Clean Label standard.

The company’s Clean Label beverages will not contain artificial colours, flavours, preservatives and high fructose corn syrup.

Currently, 70% of the coffee retailer’s beverage menu follows the “Clean Label” standard, which includes non-flavoured brewed coffee, lattes, cappuccinos, smoothies, hot chocolate, white hot chocolate, vanilla bean latte and moccaccino.

The move was also test trialled for several months by the company to ensure the taste consistency of its beverages even after reformulation.

Second Cup president & CEO Garry Macdonald said: “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.

“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.”

Second Cup’s products, which meet the Clean Label standard, will be uniquely symbolised on their menu boards.

Founded in 1975, Second Cup has more than 290 franchised and company-owned cafes in Canada.