Bristol Start-up signs deal With Major UK Supermarket

Helena and Simon

Helena and Simon

Bristol start-up business TrueStart Performance Coffee has won its first listing with a major UK supermarket.

The company has signed a deal with Ocado, the world’s largest dedicated online grocery retailer, that will see its coffee available to customers across the UK.

The only coffee in the world designed specifically for the sports market, TrueStart provides a reliable natural caffeine hit. The company already has similar deals with other major retailers such as Holland and Barrett, where it is stocked in 231 stores across the country, and renowned cycling site Wiggle.

Based at NatWest’s Entrepreneurial Spark hub for start-up businesses in Bristol, the company is owned by Helena Hills and her husband Simon who came up with the idea for a coffee with a measured caffeine boost while training for a triathlon.

Since it was launched just under a year ago, TrueStart has proved to be a huge hit with cyclists, runners, triathletes, and gym goers, shifting in excess of 10,000 units in the last six months alone as well as serving thousands of coffee shots at sports events all over the country.

Helena Hills, Owner, TrueStart Performance Coffee, said: “We started developing the product when we were training for an IronMan 70.3 triathlon and needed a stable, consistent energy-boost. There is a huge desire for natural, synthetic-free caffeine sources among the sports and fitness communities so we’re sure the brand will continue to go from strength to strength.”

Caroline Thompson, Entrepreneurial Development Manager, NatWest, said: “This is a fantastic product that is really taking advantage of a massive gap in the market. It’s been great see the business growing and expanding and we’re proud to be supporting them.”

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