TrueStart Coffee’s mission is to create ‘delicious, healthy coffee to make you feel great’. TrueStart was founded by husband-and-wife team Helena and Simon Hills in 2015, after they became obsessed with making a quality, clean coffee during triathlon training. Their range includes barista grade instant coffee, air-roasted beans, coffee bags and espresso coffee concentrate. Their products are sourced and tested for caffeine consistency, mycotoxin moulds, pesticide residues and heavy metals. They are B Corp certified and are stocked in Co-op, Ocado, Asda, Morrisons and Costco have a large foodservice business too. TrueStart has recently closed a Series A investment round led by JamJar investments and have launched their first TV ad.