- Dive into extraordinary Cold Brew, Nitro and Home Brew Coffee – because normal is boring
- Good for you, good for the planet and packed with good vibes
- TrueStart is the only flavoured cold brew range to be sugar free, vegan, 100% natural, zero calories and hyper-sustainable
- The only UK coffee range to use 100% biodegradable packaging, including Nespresso pods
- The favoured drink of the Millennial palette
- Born in Bristol, Brewed in Brighton
- Founder Helena Hills is available for interview
Coffee brand TrueStart announces the launch of a vibrant new range of Cold Brew, Nitro and Home Brew Coffee. The naturally energising coffee brand is the first in the UK to use 100% biodegradable packaging including Nespresso pods and the only flavoured cold brew range to be sugar free, vegan, 100% natural, zero calories and hyper-sustainable. TrueStart are challenging the norms of coffee consumption, bringing the festival mindset to the every day.
TrueStart Coffee is a Bristol-based startup and one of the fastest growing young brands in the UK. Founders and husband-and-wife team Helena and Simon Hills started TrueStart to prove a point; that you can take the path less travelled and build an awesome brand that makes people feel wild for life, without compromising on ethics.
TrueStart are taking on some of the world’s most established brands, from Nescafe and Starbucks to Red Bull, with their range of naturally energising Home Brew Coffees, chilled Cold Brew for on the go and Nitro Coffee for cocktail bars and fitness studios.
Addressing growing consumer concerns over high-sugar found in energy drinks.
Helena Hills, CEO & Co Founder of TrueStart said: “Milky, sugary, poor quality products by huge dinosaur brands dominate the coffee industry. These brands do not resonate with the younger generations at all, they’re worlds apart in terms of ethics and attitude to life. At the other end of the market you’ve got countless dull, hipster brands that are all pretty much the same as each other. And don’t get me started on the damage caused by the energy drinks industry… cold brew coffee is here to whip that into shape.”
Helena and Simon’s journey started when the pair were triathlon training, and searching for a coffee that gave them a boost without sending their hearts racing. After discovering that the caffeine in coffee is both varied and unpredictable, they developed the first coffee in the world to provide a boost with no crash thanks to a stable caffeine content. TrueStart’s coffee is super clean and sourced from where Helena used to live in South America. However, there has always been more to Helena and Simon, and to TrueStart, than just fitness. They stopped drinking alcohol in May last year and saw a gap for a cool adult soft drink in bars and at festivals. TrueStart Nitro Coffee was born, and the dynamic duo decided to invest in a vibrant brand overhaul and range of innovative bottled Cold Brew Coffees to truly reflect their “dive in” attitude to life, and naturally energise go-getting consumers who feel the same.
The naturally energising coffee range is designed to catapult TrueStart to iconic status as the number one coffee choice for Millennials and Gen Z and perfectly represents the brand’s philosophy of diving in to everything and going wild for life.
Helena added: “Millennials are full of personality and want to make a statement, and brands that resonate with these values and attitude to life will win. TrueStart is a mindset powered by extraordinary coffee! Our new Cold Brew and Nitro Coffee is colourful, vibrant and absolutely Wild for Life. It is available in three epic flavours which are all sugar free, vegan, hyper-sustainable, zero calories and 100% natural. Our coffee is super clean and hyper-selectively sourced to make you feel amazing with no crash or jitters, and TrueStart’s Home Brew Coffee is more vibrant than a flock of flamingos. So it’s time to dive in, awaken your senses and go #WildforLife!”
Being eco is not an afterthought for TrueStart. The brand uses recycled and biodegradable packaging that is beneficial to plant growth and never harmful to animals. Glass bottles are made from recycled glass that can be reused or recycled after use. They are the first brand in the UK to use 100% biodegradable pouches for Home Brew, 100% Biodegradable pods, paper and card from FSC sustainable sources.
Hills continues: “We believe in having it all, you can feel on top of the world while doing good for the world. We must protect our beautiful planet, so every decision we make means you also make a positive choice. Our Cold Brew Coffee bottles are made using recycled glass to help rid the world of single-use plastic. Our new Home Brew Coffee is the first range in the UK to use biodegradable bags and even our Nespresso-compatible pods are biodegradable, all using materials that are beneficial to plant growth and never harmful to animals. We’re not perfect but we truly believe that awesomeness doesn’t need to come at the expense of others – people or animals! We call it hyper-sustainability. And we’ll never stop trying to be better.”
All this while Helena and Simon had their first baby, Leo, who was just 4 weeks old when the new brand and products went live in July. “I’m changing a nappy one minute and talking to suppliers the next, usually while cracking open a cold brew to keep me going”said Simon, “We don’t do things by halves! Having a baby, launching a new brand and making sure all our new products were ready to ship at the same time was no mean feat but we thrive on diving into the unknown. Life shouldn’t be predictable, because normal is boring!”
The product range:
Cold Brew: TrueStart Cold Brew Coffee is pure, premium Arabica coffee, brewed with filtered water for 12 hours for a perfectly smooth, naturally energising brew. Available in Original Black, Vanilla Coconut and Chilli Chocolate, the whole range is sugar free, 100% natural, zero calories, vegan and hyper-sustainable.
Home Brew: A range of naturally energising Home Brew Coffees that are more vibrant than a flock of flamingos! TrueStart Coffee is super clean and hyper-selectively sourced to make you feel amazing with no crash or jitters. There are no additives, you’re drinking only the purest, smoothest Colombian Arabica coffee in town. TrueStart Home Brew is available as Premium Instant Coffee, Dark Roast Coffee Beans and Nespresso-Compatible Pods. It’s also the first coffee range in the UK to use 100% biodegradable packaging (including the pods).
Nitro Cold Brew: TrueStart Nitro Cold Brew Coffee is pure, premium Arabica coffee, brewed with filtered water for 12 hours and infused with nitrogen from the air around us as it pours, for a perfectly smooth, creamy, naturally energising brew that makes an incredible adult soft drink and the world’s best espresso martini. It is sugar free, 100% natural, zero calories and vegan.