News / Start-ups
TrueStart signs with Holland & Barrett
TrueStart Performance Coffee has signed a deal with health food chain Holland and Barrett to sell its coffee in the company’s 231 stores nationwide.
The company also has an online retail deal with popular sports site Wiggle.
Food marketing manager for Holland & Barrett International Katherine Tyndall said: “In a fast moving category we know that customers demand innovative healthy products and TrueStart ticks all the boxes. Its strong heritage in sport gives it a credible base to build from, and this combined with recent growth in our food category means we have a good opportunity to help grow the brand.”
TrueStart is a coffee with regulated caffeine levels. It was founded by Helena and Simon Hills last year, who came up with the idea while training for an Iron Man. The company has sold 10,000 units in the last six months and stockpiled 45 tonnes of coffee to meet demand.
“We started developing the product when we were training for an IronMan 70.3 triathlon and needed a stable, consistent energy-boost which we weren’t getting from our pre-training coffee,” Helena explained; “There is a huge desire for natural, sugar-free caffeine sources among the sports and fitness communities so we’re sure the brand will continue to go from strength to strength.”
Our top newsletters emailed directly to you
