Hello!! Helena here! Yesterday was a different day. After 8 weeks of full-on chaos and relentless hard work, I was sitting in our closed coffee shop yesterday afternoon reading through TrueStart's Trustpilot reviews and suddenly, I just started crying my eyes out. I made this little video message while I was there.. Reading your words has blown my mind. It makes me so happy and proud that we've been able to deliver all these smiles to your door. It is literally the two of us packing up orders ourselves from TrueStart's deserted Energy Hub whilst juggling (not literally) our two babies with no childcare & our ace team reluctantly furloughed as nearly all our trade customers have been massively impacted.Somehow, over the past 8 weeks we've shipped hundreds of Front Line Hero treat boxes, created new partnerships with loads of fantastic independent retailers and launched TrueStart Barista Grade Instant Coffee in two sizes, which thousands of people across the UK are already enjoying at home! This is so tough for so many people. Honestly, I'm absolutely knackered and fed up with being stuck in our little flat with no garden trying to entertain Leo and Arthur AND stay sane. And I miss my Mum.But at least today, I've stopped for a minute and seen the wood for the trees. I do feel really proud. And that is thanks to you, for taking the time to write and tell us how your TrueStart has been making you feel. We will all come out the other side of this, better than ever as a society. Big thanks to you for shopping small and supporting small business.All our love and good vibes,Helena and Simon x

Simon and I believe in being a brand that makes people feel wild for life, without compromising on ethics - that means both people and the planet.  Our approach is pretty simple - we don't judge at TrueStart's success simply by our bottom line. We look at our impact on people and the planet, in every single part of the business.  Your vibe attracts your tribe. From supply chain to our own team, we work with people who put people first.  Morals and ethics are ultimately subjective and we want to encourage people to make positive changes and be kind to each other and the planet. It makes us sad to see the amount of negativity out there, such as people scrutinising individuals or small organisations that are trying to do the right thing, but are not doing it perfectly. We are determined to give people the energy and confidence to make their own difference. There is no such thing as perfect. And we don’t need a handful of people doing things perfectly - whether it's sustainability or anything else. We need millions of people doing it imperfectly, always looking at sustainable improvements to their daily habits. Always being conscious. And always choosing kind. Bags of Good We are extremely proud to be making a genuine difference to the lives of a community of women in Chilomoni, Malawi, which is one of the poorest communities in the world.  Click here to find out more about our beautiful up-cycled hessian coffee sack bags, created by talented female tailors who benefit from a stable income, good working conditions, pensions, holiday pay and sick pay as a result.  This is a non-profit initiative that makes a real difference to real people and makes us warm inside. Click here to treat yourself to a feel-good shopper or duffel bag now! 

These simple TrueStart cocktails will get your night started with a kick! Proudly in collaboration with Patron Tequila and Grey Goose Vodka. The O.G. 2 Simple ingredients. 1 Epic drink. No nonsense. 50ml Patron XO Cafe Tequila 1x can TrueStart Original Black Cold Brew Shake can lightly & pour into a high ball glass over ice. Garnish with a lemon twist. El Pablo Mexican heart. Colombian head. 25ml Patron XO Cafe Tequila 25ml Patron Silver Tequila 1x can TrueStart Chilli Chocolate Cold Brew Shake can lightly & pour into a high ball glass over ice. Garnish with a lemon twist. Le Francois A smooth operator with a French twist. 25ml Grey Goose Vodka 25ml Patron Silver Tequila 1x can TrueStart Vanilla Coconut Cold Brew Shake can lightly & pour into a high ball glass over ice. Garnish with a lemon twist.

Recently, Simon and I proudly opened TrueStart’s first permanent café bar, a wild for life eatery in the heart of Bristol’s city centre, known as The TrueStart Energy Hub. This is part of an exciting collaboration with the fantastic new startup co-working space, Runway East. This is a dream come true for us, and hopefully the first of many. But how did it come about? That’s a good question and the answer lies in what happened in a whirlwind 7 days in 2018, which will go down in history as one of the craziest weeks at TrueStart HQ to date. And that’s saying something! As members of Runway East, we’ve been really excited about their brand new co-working space here in Bristol. They have a community vibe that startups thrive within, and we’ve been extra excited as we’re their official coffee supplier. Exactly one week before opening, Runway East offered us the opportunity to own and run the café within this new space. In typical TrueStart style, Simon and I decided to dive in – with baby Leo overseeing the whole thing! Simon getting Leo up to speed on how the till works... David Foreman, GM at Runway East Bristol said “TrueStart Coffee first joined Runway East Bristol as members and as we try to support our startups any way we can, naturally we instantly switched all the free coffee we provide for our members to TrueStart Coffee. When we recently needed to find a new operator of the cafeteria, we were absolutely delighted when TrueStart Coffee jumped at the opportunity. For us we could not think of anything better than having a Runway East member play such an important role in running the central hub in our community here and Simon and Helena pulled out all the stops to not only open on time, but do an EPIC job of it.”  You know when something feels right, and there was something Simon and I found strangely calming about making The TrueStart Energy Hub happen. I think it’s because we’ve always had a vision of what this would look like and be like, we’ve just never had the opportunity to actually do it. Once we’d made the decision, fitting the place out was a piece of cake (avocado and courgette cake, since you ask). And with the whole Runway East team behind us, it was also really, really fun. The Energy Hub is a game-changer and shows what can happen if you take every opportunity that you are offered. We’re now on both sides of the table as a retailer and a supplier and have a direct line to our customers all day, every day. We’re so proud to be bringing our healthy, hyper-sustainable coffee brand into our own space, building on the success of a vibrant young brand that is now available in local shops and healthy food stores both nationwide and internationally. So, what’s on the menu at the TrueStart Energy Hub? Obviously Cold Brew and Specialty Coffee, supported by a rainbow of vegan superfood lattes that include bright orange turmeric, green spirulina and pink pitaya. Those with a sweet tooth are in syrup heaven thanks to the Bristol Syrup Co.   We have a range of stunning organic loose leaf specialty teas, sourced by my very own Mum and tea expert extraordinaire, Pippa Simmons. My favourites include Fruits of the Forest, Rooibos and Bourbon Vanilla, Lemon Peel + Lemongrass Black Tea and Chinese Rose Congou. We’ve teamed up with The Wilde Kitchen to offer beautiful, mostly organic, locally sourced nutritionist-backed food that is fresh, healthy and seriously yummy. One of our lunch platters before it was completely devoured! The food menu is primarily plant-based, with lunches like Asian Noodle Satay Salad with Ginger Tofu and seasonal options such as ‘Go Fig’ – our Fig and Beetroot Salad Bowl. Organic Coconut & Chia Overnight Oats & Vanilla Coconut Cold Brew #matchmadeinheaven We're integrating a sustainable way of working from the start, with biodegradable plant-derived packaging everywhere possible, and recycling where it's not. Our used coffee grounds are being bagged up for members to take home free of charge - to use however they like! Used coffee grounds make a great fertiliser and I love using them as an ingredient in body scubs. One of the things I’m most looking forward to is discovering other cool new food and drink brands and showcasing them in our space. Once the Bristol café has established itself successfully, Simon and I look forward to taking the TrueStart Energy Hub across the country! You'll be able to see what's on at the TrueStart Energy Hub by following @truestartcoffee on Instagram. If you’re in Bristol’s city centre and want to pop in and say hi, let us know! The café is for members of Runway East but we would be delighted to welcome you as a guest. If you’re nowhere near, look out for TrueStart’s wild for life coffee in a quality shop, café, bar or restaurant near you – and if you can’t find it, ask your favourite local stockist to look us up at truestartcoffee.com!

Coffee is a magical elixir. It has been shown to help fight depression and make you happier, and there are several observational studies showing that coffee drinkers even live longer! However indulgent, sugary coffees have become the mainstream, so the idea that coffee is healthy has got lost.. 🗺 What makes TrueStart different? Since 2015, TrueStart's approach to coffee has focused on clean, antioxidant and mineral-rich products with consistent caffeine content, taps into the broader scientific narrative that coffee can be a highly beneficial part of a healthy lifestyle. By emphasising quality control, such as mycotoxin testing, and consistent caffeine levels, TrueStart not only enhances the intrinsic health benefits of coffee but also ensures these benefits are delivered in the most effective and enjoyable way possible. In other words.. it is absolutely DELICIOUS! Other coffees can have an inconsistent caffeine content which really impacts on how you feel. Ever had a crash or jitters after a coffee? It all started with caffeine TrueStart is a true challenger and the original healthy coffee - we started out in the sports market 9 years ago, after Simon and I first had the idea for a clean, healthy coffee that not only tastes amazing but also makes you feel amazing. We were doing a lot of triathlon training and drinking loads of coffee before training, I know it’s strange for someone who has a coffee business - but I’m sensitive to caffeine. I was noticing that sometimes after a coffee, I would be getting heart palpitations. And other times, I felt nothing! It felt like every time we had a coffee (which was often!) we felt different. Big highs, and big lows.  We were really into nutrition as part of our training, and we started to look into what coffee and caffeine actually does to our brains and bodies, and how much of it we should be drinking. There are so many benefits to drinking coffee, but we discovered something mindblowing - that the caffeine level in coffee varies wildly. This has a real impact on how you feel when you drink it.  You never really know what you’re drinking and we were very surprised - imagine having a glass of wine and not knowing if it 4% or 40%! Well that’s what’s happening with caffeine in coffee. So we thought - surely we’re not the only people in the world who think a reliably caffeinated coffee that makes you feel great every time is a great idea! So we spent a year developing a hyper-selective sourcing process and rigorous testing process, and we launched the first ever coffee on the market to have a naturally consistent, tested level of caffeine, so you feel fantastic every time with no crash or jitters. When you drink a TrueStart you're getting all the health benefits and a full flavour because our specialty grade beans are freeze dried to lock in all this goodness! Antioxidants and minerals As well as the kick from our signature stable caffeine dose, our Barista Grade Instant Coffee is packed with naturally occurring antioxidants and minerals - winner! A cup of TrueStart contains more antioxidants than a cup of green tea - and we think it's tastier too! These include; Cafestol – anti-inflammatory, memory booster Trigonelline – anti-bacterial, vitamin B3 Chlorogenic Acid – metabolism & insulin booster § Melanoidins – anti-inflammatory, anti-bacterial Quinine – antioxidant Caffeine – fat burner, energiser, focus improver § Hydrocinnamic Acid – neutralise free radicals  TrueStart Coffee also contains small amounts of these essential minerals: Vitamin B6 Vitamin B12 Vitamin E Thiamin Riboflavin Niacin Folate Biotin Pantothenate Calcium Phosphorus Iron Magnesium Zinc Iodine What about mycotoxins? Mycotoxins are naturally occurring toxins produced by certain moulds (fungi) and can be found in food. It's interesting to know that these moulds grow on a variety of different crops and foodstuffs including cereals, nuts, spices, dried fruits, apples and coffee beans, often under warm and humid conditions. At TrueStart, mycotoxin levels are something that we proactively measure as part of our hyper-selective sourcing and production process as well as other moulds, yeasts and pesticides. Not all coffees do this! We have very strict quality control processes and as part of our internal procedures, we run analysis to measure the Ochratoxin A (OTA) to make sure we exceed EU requirements. TrueStart Coffee consistently contains less than 6.0ppb as per our certifications which is incredibly low. This means an average person would have to drink a whopping 7 million cups of TrueStart to reach the proven 'intolerable' level of mycotoxins!! Despite increasing consumer awareness, it is very rare for coffee companies to publish their mycotoxin levels publicly, but we do it because have nothing to hide. Is TrueStart Certified Organic? Our coffee is not certified organic because it is cost-prohibitive for such a high-quality coffee; we use exceptional specialty-grade coffee. If we were to add the high costs of organic certification, then the coffee would become too expensive for most customers. Most widely available / accessibly priced organic coffees are of lower quality for that reason (and it shows in the taste). TrueStart is known for quality, sustainability and rigorous testing that ensures no chemicals, heavy metals or mycotoxins are present in your cup. Our coffee is sourced from smallholder farmers who have strict restrictions around pesticide and synthetic fertiliser use. Talk to me about Cold Brew.. The mass-available coffee industry is dominated by mega corporations who do not care about our health, and this is also true of iced/cold coffees. Ready-to-drink (RTD) cold coffees tend to be jam packed with milk and sugar, turning what could be the perfect healthy energy drink into a dessert in a drink! That's fine from time to time, but it's important to have a healthy option too. So we created one. TrueStart's gorgeously refreshing cold brew coffee contains no milk (great coffee tastes great black!) and no sugar. It's keto friendly, vegan friendly and craft brewed in small batches here in the South West. We've used a small amount of natural flavouring to create a range of options including Chocolate Fudge Brownie and Salted Caramel, as well as Original Black. By brewing our premium roasted coffee in cold, purified water overnight, we retain the natural health-boosting properties of the coffee and the taste is very smooth and not bitter at all, with a texture that is lighter than hot coffee, so it makes a really refreshing energy drink.  All TrueStart products contain no sugar or calories, are dairy free and 100% natural. So go for it, dive in to healthy coffee! 💦 What are the benefits of drinking TrueStart Coffee? Coffee is the original energy drink! Not only is it the densest source of antioxidants in the Western diet, but drinking clean coffee like TrueStart offers a range of cognitive and physiological benefits. Since 2015, TrueStart has focused on purity and optimal caffeine content.  So, how can clean coffee can be a healthy addition to your lifestyle?Cognitive Benefits1. Enhanced Focus and Alertness: Caffeine, the primary active ingredient in coffee, is a powerful stimulant. Research has shown that it can significantly improve mental alertness and concentration. A study published in the "Journal of Alzheimer's Disease" found that caffeine can help sustain attention and enhance cognitive function (Eskelinen MH, Kivipelto M. 2010).2. Improved Memory: Moderate caffeine consumption has been linked to improved memory and cognitive function. A study by the University of California found that caffeine enhances certain memories for at least up to 24 hours after it is consumed (Borota D et al., 2014).3. Mood Elevation: Caffeine has been shown to stimulate the release of neurotransmitters like dopamine and serotonin, which can improve mood and reduce the risk of depression. A study published in the "World Journal of Biological Psychiatry" suggests that caffeine consumption is inversely associated with depression risk (Lucas M et al., 2011).Physiological Benefits1. Increased Metabolism: Coffee is known to boost metabolic rate by increasing thermogenesis (heat and energy production in the body), thus helping in weight management. According to a study in the "American Journal of Clinical Nutrition," caffeine can increase the metabolic rate by 3-11% (Astrup A et al., 1990).2. Enhanced Physical Performance: Caffeine increases adrenaline levels in the blood, preparing your body for intense physical exertion. It also breaks down body fat, making free fatty acids available as fuel. A comprehensive review in the "Journal of Sports Medicine" highlighted caffeine's ability to improve physical performance by 11-12% on average (Graham TE, 2001).3. Antioxidant Properties: Coffee is rich in antioxidants, which can neutralize harmful free radicals in the body and reduce oxidative stress. Antioxidants in coffee, such as chlorogenic acid, have been studied for their health benefits, including reducing the risk of chronic diseases (Farah A et al., 2008).4. Reduced Risk of Certain Diseases: Regular consumption of coffee has been linked to a lower risk of several diseases, including Parkinson's disease, type 2 diabetes, and liver disease. A review in the "Journal of Nutrition" highlighted the inverse relationship between coffee consumption and the risk of Parkinson's disease, diabetes, and certain types of cancer (van Dam RM, Hu FB, 2005).It's important to note that the benefits of clean coffee hinge on consuming it in moderation and opting for high-quality, toxin-free beans, as offered by brands like TrueStart. Overconsumption or consuming coffee with added sugars and unhealthy fats can negate these health benefits. As with anything to do with our diets, coffee and caffeine is highly personal. Listen to your body and learn what works best for you. References- Eskelinen MH, Kivipelto M. Caffeine as a protective factor in dementia and Alzheimer's disease. Journal of Alzheimer's Disease. 2010.- Borota D et al. Post-study caffeine administration enhances memory consolidation in humans. Nature Neuroscience. 2014.- Lucas M et al. Coffee, caffeine, and risk of depression among women. The World Journal of Biological Psychiatry. 2011.- Astrup A et al. Caffeine: a double-blind, placebo-controlled study of its thermogenic, metabolic, and cardiovascular effects in healthy volunteers. American Journal of Clinical Nutrition. 1990.- Graham TE. Caffeine and exercise: metabolism, endurance and performance. Sports Medicine. 2001.- Farah A et al. Chlorogenic acids and lactones in regular and water-decaffeinated arabica coffees. Journal of Agricultural and Food Chemistry. 2008.- van Dam RM, Hu FB. Coffee consumption and risk of type 2 diabetes: a systematic review. Journal of the American Medical Association. 2005.By incorporating TrueStart into your routine, you can enjoy these cognitive and physiological benefits while indulging in a delicious, high-quality brew. To summarise... it's how we source, roast & test that makes TrueStart the healthiest, tastiest coffee in the world! 

We believe you can feel on top of the world while doing good for the world, and that's why we partnered with Cycle of Good to turn our waste into beautiful things that help end poverty in one of the poorest communities in the world. Hessian coffee sacks are beautiful. That's right. They come in all sorts of prints and are super strong, so it seems like such a waste to use them just once and send them to landfill. So instead, Cycle of Good take our old coffee sacks to Malawi, where they employ 12 Malawian tailors full time, paying above national living wage and offering full employment rights such as paid holiday and pensions. These talented tailors transform our sacks (plus old bicycle inner tubes and stunning locally printed cloth) into incredible, functional bags. All of the Cycle of Good team in Malawi live in the township of Chilomoni where the workshop is situated. Thanks to the inspiring work the team do, over 2000 women (and the occasional man!) have all completed a two year diploma in Tailoring and Design, using old sewing machines donated from the UK to learn all of the techniques necessary for dressmaking. Since then, they have completed further training focused on accessories production, offered by international volunteers. Regular, reliable employment is essential (although hard to come by) in Malawi. With no welfare state, if you cannot work, you cannot support your family. Agnes is a widow who has two children, she says “Working with COG has seriously changed my life in a way that I have acquired some skills for example in sewing, and I can say that on my own I am an expert in my career. And talking about the salary, I am now able to support my family”. Big thanks to Cycle of Good UK Manager George and Product Designer Sarah, for their work to make this happen. During George and Sarah's two week training trip, Sarah delivered training in 6 new products; in addition to the coffee sack bags, she worked with the tailors on tablet cases, a wash bag, buckles and messenger bags. The Chilomoni tailors loved learning new techniques and using the fantastic new material, and they were rightly proud of their resulting work. It was Sarah’s first ever trip to Malawi, she quickly adapted to teaching with Chichewa translation and the irregularity of power supply to the machines. She tasted her first nsima and spotted a few hippos. The women must have loved working with Sarah too, on her final day they presented her with a beautiful Chitenge dress and sang a farewell song in Chichewa. They’re totally recycled and they’re transforming lives in Malawi through the provision of long term, sustainable and meaningful employment. The best news is, the more coffee you drink, the more sacks we can send to these women to work their magic on! What’s not to love about these beautiful bags of good?!

Coffee is just about the world's most popular drink. Did you know it's the world's second most highly traded commodity, after oil? Amazing really. What's more amazing, is that the coffee plant produces two other absolutely incredible drinks which not only taste great, but have many health benefits to boot. These drinks are both technically teas, and we think it's incredible that no one really knows about them. Good quality versions are rare and the plant is otherwise discarded, which seems a massive waste! 1.COFFEE CHERRY TEA (CASCARA) What is Cascara? In Spanish, the word cascara means skin or peel and that is exactly what this tea is made from. Did you know coffee seeds (or beans) are found inside a small piece of fruit known as a cherry (sometimes called berries).  Usually, this fruit is removed and discarded, but for centuries it has been used to make a drink popular in certain coffee-producing nations such as Bolivia. What does Cascara look like? Imagine dried red berry skins and you've got a pretty good idea! Once brewed, Cascara makes a beautiful red tea. How do you make it? Just like a normal loose leaf tea. General brewing guidelines are 5g for a large 240ml cup. The longer the brew the deeper the colour and flavour - at least 4 minutes is recommended. Cascara is also fantastic chilled as a unique alternative to regular iced tea. A secret is to add 50% sparkling water for a very special, completely natural sweet soft drink. What does Cascara taste like? Cascara is very flavourful, and very different to coffee. It has a very fruity flavour, mostly of red berries with a little honey and citrus. The taste evolves as it cools too, and tastes especially sweet with the addition of sparkling water. Is Cascara good for you? Yes. Cascara is naturally high in anti-oxidant, anti-inflammatory and anti-viral properties. It's also naturally low in caffeine for when you don't need the boost.  2.COFFEE LEAF TEA What is Coffee Leaf Tea? Coffee Leaf Tea is exactly what it sounds like; tea made from the leaves of the coffee plant. It is not only delicious, but has the added benefits of enabling farmers to earn an income year-round, as coffee leaves are harvested during the off season. What does Coffee Leaf Tea look like? Imagine chopped up, dried green leaves. Not dissimilar in appearance to Yerba Mate. When brewed, Coffee Leaf Tea makes a delicate light, yellow-ish drink. How do you make it? Just like a normal cup of tea, and of course you can have it iced if you fancy. What does Coffee Leaf Tea taste like? Coffee Leaf Tea has a very fresh, clean flavour. It's slightly smoky (think Lapsang Souchong) a slightly citrus-y (think Earl Grey or Darjeeling). Is Coffee Leaf Tea good for you? Absolutely. Just like Cascara, Coffee Leaf Tea is naturally high in anti-oxidant, anti-inflammatory and anti-viral properties (whilst also being naturally low in caffeine).  Coffee Leaf Tea also contains a high level of a natural polyphenol called Mangeferin, which several studies have shown to demonstrate analgesic, antidiabetic, anti-inflammatory, neuroprotective and properties as well as improve memory and inhibit cancerogenesis and growth of cancer cells. Have you tried Cascara or Coffee Leaf Tea? What do you think? If you haven't, do you like the idea of it? Let us know in the comments!

Hey, I'm Helena - Co-Founder here at TrueStart Coffee! It's ace to meet you. My husband Simon and I originally had the idea for TrueStart 8 years ago, when we were triathlon training and on the road a lot with work. We were drinking loads of coffee to keep us going, and it just wasn't doing the job! I'm quite sensitive to caffeine, and sometimes I would get heart palpitations or even feel sick after a cuppa, when other times I felt like it didn't give me a boost at all. We discovered something pretty mindblowing - that the caffeine level in coffee varies massively! This totally explained how we were feeling, and we thought - surely we're not the only people in the world who think a reliably caffeinated, super clean coffee would be AWESOME. A coffee that makes you feel great every time, with no crash and no jitters. Coffee that is super clean, and doesn't need filling with milk and sugar... So we set out to create a coffee that is better for you, and TrueStart was born! We launched our first product in 2015 - our now legendary Barista Grade Instant Coffee. We developed the first coffee in the world to provide a boost with no crash thanks to a reliable, stable caffeine content.  Our coffee is sourced from where I used to live in Colombia - it's super clean and tastes amazing black or white, hot or cold.  The original healthy coffee.. Looking back, our original packaging was hilariously basic, but it didn't matter. We were on a relentless mission from day one: spread massive positive energy. We dished out shots of TrueStart to runners, cyclists and triathletes across the UK. People were feeling the positive energy straight away and we grew our community through hundreds of events and amazing word of mouth. Our first event.. I'll never forget our first ever event. We rocked up to a tiny running event in a field near Taunton, where we found about twenty freezing cold, unhappy-looking runners standing around in the rain. We put smiles on their faces with a barrage of positive energy and plenty of shots of TrueStart Coffee. They were transformed into energised, happy people who ran their race and came back to us to tell us about their PBs before skipping off back to their cars! That day, we saw first hand the genuine, meaningful impact you can have on someone's day with true positive energy. We have no doubt that those runners went on to spread that joy to others, and that's why we exist - to spread massive positive energy and make people feel like they can take on the world.  To make your mark, you need to feel good.. Positive energy is how we unlock our creative brains, our potential, our true selves.  We firmly believe that every individual has something uniquely awesome to bring to the party, and TrueStart exists to help unlock that incredible collective potential.  We've been making TrueStarters across the globe feel able to take on anything with this natural energy. And the family continues to grow.. Since TrueStart was born, we've had two of our own children and are even more determined to show them that they don't have to be slaves to the status quo. I never want the next generation to believe that it's "just the way things are", and we hope that TrueStart gives every generation the positive energy needed to face the big challenges in our world today.   Helena & Baby Leo having fun at our London office roadshow More products have joined the TrueStart family, too.. We have a masterbrand approach to our healthy, clean coffee - we want you to feel amazing wherever, whenever and whyever you need a positive energy boost. Cold Brew Coffee: Our delicious, naturally energising drinks joined the family in 2020 and are the only flavoured chilled coffees in the world with no sugar, no calories and no sweeteners. We're so proud of these totally unique products. Fresh Coffees: We have a range of specialty grade, freshly roasted coffee beans and ground coffees. They're super tasty and super quality; naturally rich in antioxidants and independently lab tested to be free from mycotoxins. They're also affordable - we work really hard to make our pricing fair throughout our supply chain and to you, our customers, too. Coffee Bags: The latest addition to our product family is our wonderfully convenient, eco-conscious Strong Coffee Bags. Like a tea bag, but for our fresh coffee and boasting our signature big flavour! TrueStart Coffee Shop In September 2018, we proudly opened TrueStart's very first wild for life Coffee Shop / Cafe Bar in Bristol's city centre. This was part of an exciting collaboration with the fantastic new startup co-working space, Runway East. Bringing our vibrant, healthy, hyper-sustainable approach to coffee to life in this way was a dream come true. One of my favourite things about our coffee shop was being with our customers all day every day. Seeing what they want, what they like and what they dislike. Then being able to help our partners (including other coffee shops!) to really up their game and get it right. We now know what it's like on both sides of the retail table, loving experimenting and stocking other startup food and drink brands who are also challenging the status quo. This cafe is now a self serving lounge bar for Runway East so you can still get your delicious TrueStart - don't worry! Business as a force for good.. TrueStart's customers have always lived right in the heart of our business, you've been a massive part of our story since that field near Taunton on day one! We'll never breach our values in trying to please everyone, but we'll always involve you, be open and honest and share our reasons for all the decisions we make. We really do believe that business can be a force for good, and are really proud to be B Corp Certified and Carbon Negative. One of my most-loved projects is how we're making a difference in one of the world's poorest communities; Chilomoni in Malawi. We've partnered with Cycle of Good, a fantastic charity who have trained a talented team of female tailors in how to transform our used hessian coffee sacks and old bike tyres into beautiful Shopper Bags and Duffel Bags We buy these at a fair price and sell them onto you on a not-for-profit basis. These wonderful women receive holiday and sick pay, and they now have a stable income for their families. You can read more about our Bags of Good here. Independent Suppliers Because we are an independent family business, with husband & wife founders, we try to work with other independent businesses as much as possible. We understand what it means when people buy your products and we want to share that awesome feeling with as many other small independent businesses as we can. From our Cold Brew Coffee which is brewed and canned in the UK, to our family-owned warehousing and logistics team.. our whole supply chain is truly part of Team TrueStart and we wouldn't have it any other way. It's also a joy to share the ups and downs of business life and fight the good fight together! We don't do things by halves but we thrive on diving into the unknown. Life shouldn't be predictable, because normal is boring! Helena and Simon x

Millennials are a fascinating breed (I should know, I am one). Older generations are quick to slate them, but they are pushing the world forward morally and ethically by not taking anything at face value. This generation is challenging the status quo, and as they quickly become the largest group of active spenders in the world, bars, restaurants and clubs are under huge pressure to stay on the pulse with the latest shareable innovations, whether it's a cafe in a ball pit, cocktails served out of umbrellas, or high security prisons hiding an alcoholic secret. There are so many super cool bars, cafes and restaurants out there, so what makes your environment and your menu worth talking about? I'm often under the impression that Millennials are viewed as irresponsible teenagers who care about nothing but their own self-absorbed Instagram profiles, but it's simply not the case. Millennials, Millennials, Millennials. Why should we care what they're up to? Times, they are a-changing. Within 18 months, Millennials will represent the UK's largest spending group of consumers. They are the fastest-growing generation of customers in the marketplace, bringing the greatest lifetime value. Importantly, their attitudes and behaviours are so different to Baby Boomers - often opposite - that businesses must get their heads around this in order to understand what they want. It's time to stop shaming Millennials and get some clarity... what age groups are we talking about here? Gen Z, iGen, or Centennials: currently 21 and under (born 1996 and later) Millennials or Gen Y: currently 22 - 40 years old (born 1977 to 1995) Generation X: currently 41 - 52 (born 1965 to 1976) Baby Boomers: currently 53 - 71 (born 1946 to 1964) Traditionalists or Silent Generation: currently 72+ (born 1945 and before) If 22 to 40 year olds aren't relevant to your business, then stop reading now. Not sure who your core customer base is? Head over to Google Images and type in Baby Boomers, then type in Millennials. Which group looks more like your customers? Yoga raves... how Millennials prefer to spend their mornings Cool versus cutting edge As a lifestyle brand, TrueStart have always had aspirations to grow into all areas of life where healthy energy is required, whether it's at the gym, at the station or on a night out. Understanding this group of consumers is paramount, and our research has highlighted four demands that Millennials expect their food and drink brands to fulfil: Consistency and innovation (which are vaguely opposing) Health and indulgence (also traditionally conflicting requirements) Control (over how they are going to feel, over what’s going into their body, over where their food and drink comes from, and even over how long things take) Experience (there’s a reason why Instagram is so popular!) Where gyms are concerned, these demands are covered extensively in this blog, but how do we apply them to a recreational environment? Competition has never been higher amongst bars, restaurants and night clubs. To win, they need to be cutting edge, with a talking point that does the marketing for them. There's also a major behavioural shift that bars, restaurants and nightclubs must also bear in mind if they want to enjoy and profit from the Millennial takeover... It's no longer all about the booze That's right, alcohol is taking a back seat. Research by Heineken last year found 75% of Millennials said they limited their alcohol intake on most of their nights out. They found the motivating factors were found to be self-awareness and staying in control. There are other reasons for this shift too; this is the first generation to have liberated the 'stiff upper lip', preferring to talk about problems rather than mask them with alcohol. Millennials are also more health-conscious and many consider the gym to be a non-negotiable part of their daily routine, which a hangover would get in the way of. "42% of Millennials are now drinking less than they did three years ago" As an older Millennial I can tell you that this is a gigantic shift even from when I was at University just ten years ago, when no one could care less about self control. That said, even Simon and I stopped drinking alcohol six months ago. Take it from us that there are only so many ginger beers you can drink until you are sugared out. Bars, restaurants and clubs can't simply ignore the facts, so what does this mean for them? Two things: 1. J2O, anyone? Adult soft drinks are critical to growth. Whether you've chosen to cut out alcohol completely or just fancy a sober night out, nothing is more of a turn-off that looking over the bar at a fridge full of Coca Cola and J2O. It's fundamentally boring. We all know where we can get a Coke if we want one - absolutely anywhere.  According to MyDrinkBeverages.com, the most successful adult soft drinks "usually contain something surprising and a unique flavour, for example, spicy ginger, chilli pepper, turmeric, cayenne pepper or a very specific herbal combination. Most of the time, these drinks are carbonated, refreshing and not too intense in terms of a taste profile.” NRM reminds us that "high-end no-alcohol drinks such as house-made sodas, fresh juices and other booze-free drinks, often with health claims, are helping" to drive up sales". Bonus points if the drink looks amazing. Head over to Instagram if you need a quick reminder of how much Millennials need to show everyone what they’re drinking. Important note: don't mistakenly believe you'll win by catering for the masses, ignoring the growing number of people who choose to drink less alcohol. Millennials are an inclusive bunch, and will opt to meet up somewhere that works for everyone in their group. 2. Quality over quantity Alcoholic drinks also need to up their game. Alcohol might be taking a back seat, but it's still firmly strapped in. The difference is that Millennials are far less likely to get smashed on a night out than their parents' generation, and instead they're after quality over quantity. Millennials might still want alcohol (albeit less), but don't make the mistake of thinking a fancy gin and tonic or pint of craft beer is going to cut the mustard (even Wetherspoons offer these now). These guys want experience and healthy indulgence, more coconut milk martini than piña colada.  Millennial customer + Bog Standard Cocktail = 😡 👎 While only 27% of Baby Boomers equate price with quality, over 40% of Millennials do. They're happy with spending the money as long as it feels like a high quality experience rather than a commodity. Instagrammability is a great measure of this. "Bars need to ask themselves honestly how cool their drinks menu looks as it's basically an exact indicator of how successful it's going to be." Remember the cardinal rule, "The more photo-friendly your food, the better”. Millennials love to talk, in "real life" as well as across every social media platform you can think of. Bars are already pretty cool, so what are they going to talk about? The one that's cutting edge. The one that has something new. How can you meet their demands? The reason we’ve done this research is because we wanted to take TrueStart out of the home and into the world, where it's needed most. We wanted to release a product backed by clear trends, that truly meets the needs of the soon-to-be largest group of active spenders in the country. We believe that TrueStart Cold Brew Coffee ticks all the boxes for the Millennial consumer, whether they fancy a healthy energy drink, an alcoholic drink or a grown-up soft drink. It's already making waves as the coolest new drink in town and is a seriously versatile investment for bars, restaurants and nightclubs. Cold Brew Coffee is growing incredibly fast in the US and is gaining real traction even here in the UK, despite the weather! Starbucks have said that cold coffee beverages will account for half of their revenue within 5 years, which is a huge statement. That’s where they see the gap and the growth. Traditional coffee has stagnated and anyone who fearfully sticks to their guns and relies on it completely whilst expecting revenue growth should not expect good news, especially in a Millennial-heavy environment.  As an adult soft drink, TrueStart Cold Brew Coffee is a real winner. You can pull coffee away from the crappy section of your menu and into the funky soft drinks. It's a healthy, natural energy boost (we all want to keep up with the party!) and to top it off, Millennials resonate with the brand across all aspects of their life. We've truly upped the cocktail and mixer game, Jägerbombs and vodka Red Bulls are so last year. You're serving Fever Tree, not Schweppes, so why is your coffee offering so bland? Even your regular espresso martini pales into insignificance in the presence of a cold brew coffee cocktail... The drink is a completely unique mixer for almost every spirit you can think of, from rum to tequila. The drink makes a great stand-alone chaser or you can get really creative and produce a whole menu of delights from this one investment. Pouring a TrueStart Cold Brew Martini on tap... the pinnacle of cool     And what about those 4 critical demands? How does TrueStart Cold Brew Coffee fit in with those, in a recreational environment?  Consistency and innovation - there's no arguing that coffee in a can in a bar is innovative. We'll take that over the dusty coffee machine in the corner any day! Consistency also goes without saying, there's theatre without the bartender having to worry about becoming a barista. Health and indulgence - naturally healthy with zero milk, sugar, fat, carbs or calories. You get the creamy indulgence without adding cream-based liquids, saving calories whilst looking cool and tasting epic. Control - better for you, for farmers and for the planet. This drink has full transparency down to the caffeine content, is 100% natural with no sugar or caffeine crash, not to mention ethically sourced by a cool British brand. Ticking all the boxes! Experience - TrueStart pours, cascades and settles just like a Guinness. It's a real talking point, and looks great on Instagram.  Innovate or lose It continually surprises me how many companies don't segment their customers by generation, which is the simplest way to distinguish (and generalise) behaviours, which in turn allows them to ensure they're meeting the demands of the correct cohort for them. It surprises me even more how many bars are still firmly focussed on the Baby Boomers as their top priority. They need to be investing in the future, because Millennials will provide the vast majority of their revenue going forward if they are not already. I speak to bars, hotels, restaurants and cafes who are doing nothing different to their competition down the road, and nothing really different compared with their menu 5 years ago. This is despite the fact that they tell me their customers are mostly 25-40. I’m writing this blog in the hope that more companies will recognise the need to really understand who their customer is becoming, and invest accordingly in the future. Millennial customer + Cold Brew Coffee = 😍 📷 🎉  Above all, I’m writing this blog to challenge perception on what is risky and what’s not. Is it a risk to invest in something new, on the new kid on the block? If your customers are of a generation that expects innovation, then the risk is undoubtedly in standing still. Millennials are here and spending, whether you're ready or not.

It's a surprising fact that gyms don't sell much coffee.  It doesn’t make sense. In a world where Wetherspoons and Greggs are cleaning up selling millions of coffees per week, why can’t gyms nail it? Health & fitness fanatics are obsessed with coffee (just take a look on Instagram), so what’s going wrong? The answer is simple: Gyms are not doing anything differently. When you think about it, there's a lot of competition. Coffee is everywhere and customers have so much choice. Cyril Lavenant, Foodservice Director UK at the NPD Group, a market researcher, says; "Already there's huge competition in the coffee market - it's not only the big coffee shops, it's everyone from fast-food to bakeries - everyone is offering coffee." Differentiation is key So why have decision makers been prepared to invest heavily in expensive equipment that produces the same coffee as everywhere else? This even applies to the UK’s coolest fitness studios, gyms and health clubs. These places are at the top of their game, each offering something unique to attract Millennial urbanites looking for something cooler than a bog standard gym. They know their members expect them to innovate, but they play it safe with coffee because coffee is viewed as an ‘easy win’. Then they wonder why there's been no real return. Millennials don’t want a full-fat latte from their gym... they want healthier, more exciting options from the place where they pay good money to work out in a cool environment. The coffee shop down the road which actually specialises in coffee will always win at lattes. It’s a different ball game with juices and smoothies, which sell well in gyms because they feel healthier than their traditional alternatives such as Lucozade and other fizzy drinks. There also aren’t fantastic juice and smoothie bars everywhere you look in the city, unlike the abundance of specialist coffee shops. Ultimately, everyone believes they should be making more revenue from coffee, and they just can’t pinpoint why they’re not. Some are more prepared to admit to this than others, but most are forthcoming once they realise that they’re definitely not alone. Gyms are getting cooler, but their coffee offering is not (image from Google) Take a look at your members Today's standard coffee menu has been designed primarily for Baby Boomers, which makes sense because for a long time, they've been the guys spending the most money. But today, how many of your customers are 50+? If the answer is not the majority, then your coffee offering is simply dated. Within the next 18 months, Millennials (those in their early 20s to late 30s) will overtake Baby Boomers to become the UK’s largest cohort of active spenders. This means that gyms need to consider Millennial expectations in absolutely every aspect of the value proposition.  What do they want? At TrueStart Coffee, we've spent a huge amount of time researching the Millennial consumer, specifically their food and drink habits.  We’ve concluded that Millennials want and demand four things. In no particular order: Consistency and innovation (which are vaguely opposing) Health and indulgence (also traditionally conflicting requirements) Control (over how they are going to feel, over what’s going into their body, over where their food and drink comes from, and even over how long things take) Experience (there’s a reason why Instagram is so popular!) This generation don’t want one at the expense of another, we want it all (I fall into this cohort after all). Ah, the gym selfie. Almost as popular as coffee amongst millennial gym goers! Put yourself in the shoes (or trainers) of a millennial gym goer who is at the gym. You're about to workout or have already finished and fancy a healthy treat, or a boost, or just a refreshing drink. Now let’s apply the above requirements to a traditional hot coffee offering, lattes and the like (yawn). First up, consistency and innovation. The coffee from a gym is unlikely to be very consistent. This is not because the gym is necessarily using bad coffee, but because the staff are not trained baristas. As far as innovation is concerned, some gyms are recognising this trend with things like coconut oil coffee, but for the most part the menu is very standard and generally packed with milk and sugar. Not exactly what you want or expect from your gym. Next we’ve got the demand for something simultaneously healthy and indulgent. Everybody knows that a latte is not overly healthy, but 70% of people in the UK choose milky coffee because they prefer the taste. It’s hard to convince these guys to opt for black coffee and even harder to convince sugar addicts that they’re sweet enough. Black coffee is much healthier, but only a minority of customers drink it, because it just doesn’t feel indulgent. They want something that ticks both boxes (which is why so many people use sweeteners, or eat cookie-flavoured protein bars). Healthy, indulgent and Instagrammable - we really do want it all What do I mean by control? We millennials like to control everything from what goes in our mouths to how we feel. Sometimes a coffee can make you feel wired, and sometimes you need more than one to get going. Sound familiar? Whilst most of us prefer a natural pick-me-up to a sugary energy drink, it’s the lack of control over how we’re going to feel that can put us off. We also want to control our nutritional intake (fat, carbs, calories etc), and now more than ever, we want to feel a connection to where our food and drink comes from. Experience is a biggie. There’s a lot of research to suggest that millennials prefer to spend money on experiences rather than things. We have a totally different mind set to the baby boomer generation. The coffee experience in a gym is generally bog standard - you don’t feel like you’re getting a full coffee experience, which you do get down the road at a coffee shop. When was the last time you saw someone post a photo of an average-looking coffee on Instagram?   Can you see why regular coffee just doesn’t tick the boxes?  Millennial customer + bog standard coffee = 😡 👎 How can you meet their demands? The reason we’ve done this research is because we wanted to take TRUESTARTⓇ out of the home and into the world, where it's needed most. We wanted to release a product backed by clear trends, that truly meets the needs of the soon-to-be largest group of active spenders in the country. We believe the future of coffee for gyms is TrueStart Cold Brew Coffee. Cold Brew Coffee is growing incredibly fast in the US and is gaining real traction even here in the UK, despite the weather! Starbucks have said that cold coffee beverages will account for half of their revenue within 5 years, which is a huge statement. That’s where they see the gap and the growth. Traditional coffee has stagnated and anyone who fearfully sticks to their guns and relies on it completely whilst expecting revenue growth should not expect good news, especially in a Millennial-heavy environment.  Put yourself back into those sweaty millennial trainers at the gym. You're about to workout or have already finished and fancy a treat, or a boost, or just a refreshing drink. Now let’s apply those previously identified requirements to Cold Brew Coffee. The key is to be as open minded as your customers here. Cold Brew Coffee opens up a new world for coffee. It’s just not the same drink, and that’s a good thing. Consistency and innovation. If you don’t know what Cold Brew Coffee is, it is brewed overnight in cold water to create a low-acidity drink that is smooth and bursting with flavour But is it healthy and indulgent? This is where I believe Cold Brew Coffee is a real winner. It is a refreshing, almost sweet drink despite the fact that there is no sugar, dairy, fat, carbs or calories. In fact, there is nothing added at all. This means you get all the taste benefits of a latte-type drink with none of the sugar and fat. Win, win! Control. This is unique to TrueStart, and it’s an important point. The caffeine content is reliable and consistent, so you know that you will feel great every time, with no crash or jitters. This globally unique selling point has been the driver behind the success of our retail range. Health-conscious, millennial consumers also feel a strong connection to the brand, which has established itself as the leader in healthy coffee here in the UK, growing largely via word of mouth. Experience. Cold Brew is a super cool experience in a gym environment, one that provides a talking point and generates a real buzz. The product is very Instagrammable and has a unique mouthfeel, similar to beer. TrueStart Cold Brew Coffee is also cold (obvs), which is much more refreshing before or after your workout than a scolding hot cappuccino! Millennial customer + something new = 🔥 🔥 🔥 Innovate or lose I’m writing this blog in the hope that more companies in the health space will take coffee innovation seriously, and stop wasting money on run-of-the-mill coffee offerings that add zero value to customers and bring no return as a result. This is particularly important now that Baby Boomers are taking a back seat - Millennials are the big spenders now. Millennial customer + Cold Brew Coffee = 😍 📷 🎉  Above all, I’m writing this blog to challenge perception on what is risky and what’s not. To the uneducated eye, Cold Brew might be perceived as a risk because it is the new kid on the block. Often this perception prevails amongst the same people that were prepared to believe that traditional coffee in the gym wasn’t a risk, even though there’s a better option in the coffee shop next door. To the educated eye it’s obvious that Cold Brew is an opportunity not to be missed, something to get excited about with your customers. The risk is in standing still, without a coffee offering that matches what your customers want. Millennials are here and spending, whether you're ready or not.

Coffee comes in waves. As you can imagine, there's a lot of opinion surrounding the exact definition of each one, not to mention what the next wave will be. Coffee is the world's most highly traded commodity after oil, so it's all pretty fascinating. This potted history ends with my thoughts on where coffee is going next. After all, who doesn't love a debate? Before the tide Before the first wave, coffee houses had been becoming more and more popular all over the world, from the Middle East to Europe. They were places for people to come together and put the world to rights over a stimulating, caffeinated drink (what's really changed then?!) In the 15th and 16th centuries, coffee houses, or 'Qahveh KhaneH' became very popular across the Middle East. By the 17th century they had reached Europe. Benjamin Franklin was a big fan of coffee houses, using them as offices during his European trips. Franklin even created the Franco-American Alliance of 1778 at a French café called Procope. First wave - mass market Given the popularity of coffee, it was never going to be long before entrepreneurs saw a huge market for a product that would be affordable enough for every home. The first wave of coffee happened from the early 1800s and was all about the mass market. With a focus on increasing consumption, coffee went from a luxury for the upper classes to a drink that could be found in every middle class kitchen. Coffee was heavily marketed for its unique flavour and the first wave was responsible for turning coffee into the major commodity that it is today. With brands like Maxwell House and Folgers leading the way, there were plenty of revolutionary packaging innovations like airtight cans, and strides forward with processing and marketing that would shape the world of coffee forever. A Maxwell House advert from the early 1900s. Their slogan "Good to the last drop" was one of the most successful marketing lines of its time. Like most mass-market movements, this first wave is criticised for sacrificing quality and taste in favour of convenience and the mass production of cheap coffee. Second wave - experiencing speciality Artisan coffee is not new. The second wave was defined by the rising enjoyment of specialty coffee, starting in 1966 at Peet's in San Francisco and quickly birthing Starbucks, which really got going after Howard Schultz made it his mission to bring the joy of a European espresso-based drink in a social setting to the USA (Pour Your Heart Into It is a great read).  Peet's Coffee & Tea, Berkeley, California in 1969 - still open for business today! With an emphasis on roasting styles and coffee origins that eventually made way for the third wave, the second wave of coffee consumption elevated the Arabica bean and made it clear that quality coffee was not the Maxwell House that everyone had become used to. The popularity of coffee house brands like Starbucks meant that speciality coffee had to scale fast but be very consistent. The focus was on marketing and the result was homogeneity, and it has been argued that it was a rebellion against this homogeneity that really kick-started the third wave. Third wave - crafting the cup Starting in the 1990s, the third wave of coffee is characterised less by the social experience and more by the coffee itself. Marketing was to take a back seat as artisan production methods began to rise, with improvements at every stage. This impacted everything from how plants were grown to the relationship between growers, traders and roasters, to how the beans were roasted. Direct trade was born, as was single-origin coffee, latte art and brewing devices such as the V60 and Chemex. Trish Rothgeb of Wrecking Ball Coffee Roasters (who coined the term "coffee wave" in the first place) said "The third wave is, in many ways, a reaction. It is just as much a reply to bad coffee as it is a movement toward good coffee."  Trish Rothgeb, co-founder, co-CEO, director of coffee, and roastmaster at Wrecking Ball Coffee Roasters, who made their name as part of the third wave of coffee Trish was referring to the homogeneity brought about by the likes of Starbucks, and championing the uniqueness of each cup. The idea was to view coffee as a foodstuff, from a culinary perspective in the same way that you would high quality cuisine.  Fourth wave - great coffee on every corner There's certainly a lot of debate surrounding the definition of fourth wave coffee. Personally, I buy into the concept that it was primarily about taking the artisan movement of the third wavers and making it more accessible. For me, the rise of independent, speciality coffee businesses over the past 15 years has characterised the fourth wave, making unique and delicious coffee available in every home, on every high street and in every village, largely thanks to the internet. Independent coffee shops serving quality coffee are now the norm The fourth wave also saw coffee fanatics shift their focus from love to obsession, carrying out what can only be described as science experiments with ideas such as extreme precision brewing. Although unlike some, I don't agree that this scientific approach of the few defined the era.  The third wave brought craft coffee to the fore, but the fourth wave made it the norm. Coffee snobs are no longer a rare breed and can now be found in every group of friends, every office, every conversation!  Fifth wave - beyond the beard If there's a debate about what the fourth wave of coffee represents, there's certainly a debate about whether a fifth even exists. I certainly believe it does. Fifth wave coffee goes beyond the beard. I'm obviously being tongue-in-cheek, but the bearded hipsters that defined fourth wave coffee have become fairly tedious and routine. To me, fifth wavers are as open-minded with their coffee as they are with their approach to life, looking for exciting experiences and a bit of adventure that they can enjoy with their friends and post about on Instagram.  A step ahead: cold brew coffee is proving itself as the perfect balance between health and experience As far as I can tell, coffee waves come with changes in consumer behaviour. Millennials have recently become the largest spending consumer cohort and are driving the largest change in consumer behaviour since baby boomers started earning a wage. In an interesting combination of traits from each of the previous waves, they're interested in social experiences, convenience and ethics. What's new is they want it all, including a transparent supply chain, and an understanding of the health properties (of all food and drink, not just coffee).  We're in the early years of the fifth wave right now, so only time will tell how exactly it will be defined in years to come. I believe that successful brands be prepared to take risks and challenge current attitudes, with more concern for what's next than what came before. It's time to get inventive. Cold brew coffee is massively on the rise, with its inherent smoothness introducing coffee to consumers at a younger age than ever, a welcome replacement for sugary energy drinks. Coffee is becoming fashionable in bars and even nightclubs. It is as exciting to the under 40s as it is baffling to the over 50s and only one thing is for sure - coffee is about to enjoy another makeover.

You guys have told us that you want flavours, and we've listened! #TEAMTRUESTART have been having a hilarious time in the development kitchen and we wanted to share some of the stories with you. Flavours can be a tricky business, so after Simon and I's obligatory first stab at home with our Vitamix blending random ingredients with TRUESTART Coffee, we headed to Willy Wonka's Flavour Factory (at a top secret location here in the South West!) to meet up with flavour experts Marc and Wendy, who have worked tirelessly with us to discover what really goes with coffee - whether you'd expect it or not!   We've chosen to work exclusively with natural extracts and flavours which are both sugar free and vegan. There are plenty of milky, sugary coffee-based drinks out there already and if TRUESTART Nitro Cold Brew Coffee has proved anything, it's that you can convert die-hard milky coffee fans and achieve insane smoothness and sweetness in a more subtle way, without adding unnecessary dairy and calories. So how does the development process work? Good question... We lock ourselves in the development kitchen We throw a ton of ideas out there - a mixture of our own and yours, of course! Marc and Wendy carefully blend a first recipe for each (while we watch in awe) We all taste each recipe and feed back. What are our initial thoughts? Do we think the flavour has mileage, or is the reality just too weird? The next round of recipes is created and we tweak them to perfection! We don't sleep for days - is this the caffeine or the excitement? Who knows Here in the development kitchen we have more (extremely sensitive) scales than your pet goldfish, and boy do we need them. You would be amazed what a difference a single grain of sea salt makes. It's the difference between enhancing an awesome flavour profile and drinking what tastes like actual sea water. Salt?! I hear you cry! What on earth have we been up to in there. As you'd expect, the more conventional flavours were obvious winners. Things like vanilla, caramel and chocolate. There's a reason these are loved by the masses and they absolutely have their place. Not ones to play by the rules, we're looking to broaden our horizons and create refreshing yet somewhat familiar flavours with a punchy TRUESTART twist. They obviously have to score perfectly on taste, and maybe these conventional flavours can help carry something more unusual. We tried fiery, spicy, creamy, sweet and everything in between! Citrus flavours were contentious and we had loads of fun experimenting and debating. Let's take lime. Zingy and refreshing, or does it just taste like flat Corona? Both, since you ask! Coconut was one of my faves. There's a whole world of delicious and not-so-delicious herbs and spices out there and I was amazed at the different provenance makes - Cornish sea salt tastes completely different to regular salt. It's not always as you'd expect either - pure Madagascan vanilla was not to my taste at all, but I absolutely loved the blended vanilla from various regions. It was naturally sweeter and more flavoursome. It turns out that some pretty whacky combinations worked really well with TRUESTART. Unsurprisingly, there were plenty that didn't! Whilst I'm not going to give away everything just yet, I can tell you that we have now trialled a number of absolute winners, each with their own personality! Now to decide which to launch first - so there's of work still to do. We’re so excited for our summer range launch! What flavours with coffee win your vote? Are there any weird and wonderful combinations you've tried and loved, tried and hated or always wanted to try?! This is your chance to have a say by voting on what you'd like us to create! VOTE NOW via the below links.   Vote for and add your flavour ideas here!Vote for and add your general ideas here!