Bristol start-up TrueStart Performance Coffee, which makes the world’s only coffee designed specifically for the sports market, is to have its product stocked by retailer Holland & Barrett.
TrueStart has signed a deal with the health food chain to put its coffee on the shelves of 231 stores across the UK.
TrueStart owner Helena Hills and her husband Simon came up with the idea for a coffee with a measured caffeine boost while training for a triathlon.
As well as the Holland & Barrett agreement, it also has an online retail deal with cycling site Wiggle.
Since it was launched just under a year ago, TrueStart has proved to be a hit with triathletes, runners, cyclists and gym goers, shifting more than 10,000 units in the past six months and serving thousands of coffee shots at sports events all over the country.
The product’s popularity has even meant that TrueStart has had to stockpile more than 45 tonnes of coffee and has partnered with a nationwide coffee supplier to satisfy demand.
Having originally launched in jar form, TrueStart has since developed pouch packaging due to customer demand and is also developing a ready-to-drink version.
Helena Hills said: “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.
“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.”
Holland & Barrett International food marketing manager Katherine Tyndall added: “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 based at NatWest’s Entrepreneurial Spark start-up hub in Bristol.
NatWest entrepreneurial development manager Caroline Thompson 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.”
Pictured: TrueStart Performance Coffee founders Helena and Simon Hills
