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UK’s first caffeine-conscious coffee brand marks decade legacy
As Bristol’s indie coffee scene continues to thrive, one cannot help but wonder just how much caffeine is coursing through the veins of the city.
But a decade ago, one local couple took a different approach. Rather than fueling the next coffee craze with more buzz, they asked a simple question: can we calibrate coffee content we consume like alcohol?
That question led to the birth of TrueStart, the UK’s first caffeine-conscious coffee brand, now celebrating ten years of offering a carefully curated range of coffee products, not just in the West Country, but across the UK.
Founded in 2016, TruStart was the brainchild of husband-and-wife duo Simon and Helena Hills, who met while studying at the University of Bath.
TrueStart was founded some ten years by the husband-and-wife duo Simon and Helena Hills
Bristol24/7 recently caught up with Helena Hills, co-founder of TrueStart. She describes herself as the extrovert in the partnership, often front-facing in the media, while Simon stays hands-on at the roastery, fine-tuning coffee blends to precise specifications.
Speaking about their decision to take an unconventional route in the coffee industry, Helena said:
“There was a time when I was drinking loads of coffee without really thinking about how much caffeine I was consuming.
“And we thought — no one drinks wine without knowing whether it’s 8 per cent or 14 per cent alcohol, so why should it be any different with coffee? That’s where the idea of caffeine-conscious coffee came from.”
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Until last autumn, TrueStart operated from an office on Runway East, just over Bristol Bridge. Since then, the business has moved to a purpose-built facility near Keynsham, a location Helena describes as “strategically positioned” between Bristol and Bath, offering easy access to both cities.
Their coffee beans are sourced from Colombia, where Helena lived for a time and developed a personal connection to the region. “I know where they come from,” she said, adding that the beans are free from mycotoxins and pesticides.
Reflecting on the brand’s growth, Helena spoke about how visibility has evolved over the years, from humble beginnings at local fairs to a more established national presence.
“We used to do fairs and give out free samples,” she recalled. “People would come back and say, ‘Oh, I really like your coffee — can I buy it?’ So the brand visibility really grew from there, organically.”
Today, TrueStart is a familiar name at corporate events and student fairs alike. Alongside bottled juices, cola and biscuits, attendees now find tinned coffee in a variety of flavours.
Today TrueStart provides their coffee for some 4,000 retailers across the UK and worldwide, which includes the likes of Asda, Morrisons, Co‑op, Ocado, WH Smith and Costco.
But despite the rapid growth, the team is keen to stay true to their founding ethos. Sustainability has been a big part of the operation of the business and won the B-Corp accreditation along with Carbon Negative status.
“Sustainability has always been a huge part of our business,” said Helena. “We worked incredibly hard to achieve our B Corp certification. It took a lot of commitment and reflection on how we run things. But we didn’t just pass — we recently received top grading”
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The B Corp accreditation looks at a company’s broader social impact — from staff wellbeing and sustainability practices to environmental footprint, ethical sourcing of ingredients, roasting, packaging and distribution. Helena believes that TrueStart’s recent top-tier score is a testament to the company’s continued efforts in building a values-led business.
Their signature blue-and-yellow coffee tins are now a recognisable sight in many cafes, offices and retail shelves. When asked which flavour has been the crowd favourite, Helena responded without hesitation: “Barista Grade – definitely”.
Last autumn, during National Coffee Week, TrueStart Coffee shifted gears with its first-ever out-of-home marketing campaign, a major milestone for the brand.
The campaign, which featured striking digital billboards across Bristol, London and Manchester, marked the largest marketing investment the company has made to date.
With bold slogans like “This won’t change your life, but it will change your mind – wake up and dive in” and “This won’t fix everything, but it’s a start – wake up & dive in”, the campaign brought TrueStart into the public eye.
With long-term ambitions brewing, Helena praised her small but mighty team and shared her hopes to grow it even further in the coming years.
“TrueStart has always existed to spread positive energy,” she said. “we’re all about offering those small but meaningful moments of joy in people’s everyday lives.”
Team at TrueStart at London Coffee Festival bringing their fresh offerings
Perhaps TrueStart has found its metier. By chiming with modern sensibilities – from mindful caffeine consumption to sustainable sourcing – and positioning itself for today’s health-aware consumers and workplaces, the brand is steadily redefining what shop-bought coffee can be.
All photos: TrueStart
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