Coffee that tastes amazing and makes you feel amazing
Most of us drink coffee every day, but have very little idea how much caffeine is in it, how carefully it has been sourced or what has been done to verify its quality.
We created TrueStart to change that: absolutely delicious coffee, carefully sourced and independently lab tested for caffeine consistency and purity. With different caffeine strengths across the range, you can choose the coffee that works for you and stay in control of how you feel.
How it all started
I first fell in love with coffee when I lived in Colombia nearly 20 years ago - the taste, the people, the buzz, all of it!
Years later, Simon and I became obsessed with making clean coffee that makes you feel amazing. We were into triathlon training and drinking coffee before every training session. I’m sensitive to caffeine, and noticed that I felt different almost every time - sometimes I’d be wired and jittery and other times I needed another coffee to feel anything at all!
We were very into nutrition and started to look into caffeine and coffee. How much caffeine is in coffee? What does coffee do for our brains and bodies? How much should we be drinking?
We found plenty of research to support the idea that high quality coffee is great for health, but we also discovered that coffee quality is very variable. Caffeine levels can be very inconsistent, which explained why coffee made me feel so unpredictable! Then there are other purity markers to consider, like mycotoxins, heavy metals and pesticide residues and antioxidant activity.
We had this idea to create a coffee that is guaranteed to be good for you - carefully sourced and uniquely tested for all these quality and purity markers - caffeine consistency, mycotoxin moulds, pesticide residues and heavy metals. You can choose your caffeine level - you’re in control of how you feel!
That became the idea behind TrueStart: we launched in 2015 and built the brand cup by cup at sports events across the country.
Today, TrueStart is still driven by exactly the same obsession: making everyday coffee better. It doesn’t matter who you are or how you like to enjoy your coffee - there’s a TrueStart for you!
Helena & Simon, TrueStart Co-Founders
Know your coffee, choose your caffeine
Most of us drink coffee every day without really knowing how much caffeine is in it or how carefully its quality has been checked.
For us, healthy coffee is about quality, control and transparency. We independently lab test for caffeine consistency and purity, and offer a range of caffeine strengths - from Strong and Smooth to Half Caf and Decaf.
So whether you want more energy, less caffeine or none at all, you can choose the coffee that suits your day and stay in control of how you feel.
It has to taste amazing
We know that heathy credentials, careful sourcing and lab testing mean nothing if you don’t absolutely love drinking your coffee!
That’s why flavour has always come first at TrueStart - we started with gorgeous rich and smooth Colombian Arabica from where I used to live in Colombia. Every time we add a new coffee to our range we obsess over taste and making it easy for you to enjoy.
Rich, smooth Colombian Arabica. Bold blends with real depth. Decaf with none of the usual compromise. Instant coffee that has spent more than ten years changing people’s minds about instant.
Whether you drink it black or white, hot or iced, Strong or Decaf - TrueStart is coffee you’ll be excited to drink.
Great coffee starts long before it reaches us
Our sourcing is built on trusted coffee partners with decades of experience and long-standing relationships at origin - many of which go back far further than TrueStart.
That foundation helps us find brilliant coffee from people we trust. We then select coffees against our own standards for flavour, consistency and quality, because origin alone is never a guarantee of a great cup.
As TrueStart grows, we’re spending more time at origin ourselves and building even closer relationships with the fantastic people behind our coffee.
Quality obsessed. No shortcuts.
Not all coffee is created equal. Quality can vary enormously before the beans are even roasted - from how carefully they have been grown, picked, processed and stored to the condition and consistency of the green coffee itself.
We choose our coffee against strict standards for flavour and quality - each batch is cupped around 20 times before it even arrives here in the UK for roasting!
Alongside careful sourcing and relentless tasting, we independently lab test our coffee across the quality and purity markers that matter to us.
Caffeine consistency
We verify caffeine levels, helping you choose the right strength and stay in control of how your coffee makes you feel.
Mycotoxins
We test for naturally occurring toxins produced by moulds, including ochratoxin A and aflatoxins.
Pesticide residues
Our testing includes extensive screening for a wide range of pesticide compounds.
Heavy metals
We test for metals including lead, cadmium, arsenic and mercury.
Purity and safety
Our testing also covers acrylamide and microbiological markers including yeasts, moulds, E. coli and Salmonella.
Great coffee doing good
TrueStart is proudly independent, family-run and we care deeply about the kind of business we’re building.
As a certified B Corp, we take our social and environmental impact seriously - from the way we source our coffee to how we support the communities around us.
Every pack of TrueStart sold helps fund breakfasts for children facing hunger across the UK. Last year, together with our charity partner Magic Breakfast, we donated more than 40,000 breakfasts.
Whether you’re buying a pack, joining us at an event or recommending TrueStart to a friend, you’re helping us make that impact possible.
We’re proud of what we’ve achieved so far and we’re determined to keep doing more as we grow.
