Husband and wife team Helena and Simon Hills had the idea for TrueStart when they were training for a triathlon and discovered that the amount of caffeine in different coffee brands varies significantly. The pair set about creating the first ‘reliably caffeinated and clean’ coffee and launched their ‘hero’ product in 2015 – ‘Barista Grade Instant Coffee’. Since then TrueStart have expanded their range to include specialty grade fresh coffee, coffee bags and cold brew coffee. TrueStart are B Corp Certified, carbon negative and work with a number of charity partners both nationally and internationally to spread their social impact.