UK – Challenger coffee brand TrueStart is set to increase its retail distribution footprint by 168%, thanks to a new nationwide partnership with Asda. Starting December 5, the brand’s popular instant coffee lines – including Barista Grade, Decaf Barista Grade, Lightly Caffeinated, and Super Blend – will be available in 300 Asda stores, with an eye-catching gondola-end display (recommended selling price: £5.50 for 100g).
These products will also be introduced to Asda’s aisles in February 2024, which will push TrueStart’s grocery distribution total to over 3,700 stores nationwide. In addition to Asda, the brand has secured new listings with major retailers such as Ocado, Costco, and WH Smith this year, and is already stocked in Booths and Co-op.
Helena Hills, co-founder of TrueStart, attributed the brand’s growth to increasing demand for less caffeinated and decaffeinated instant coffee options. In 2023, TrueStart launched what it claims is the UK’s first lower-caffeinated instant coffee, containing just 35mg of caffeine per serving. According to Mintel data, 39% of UK consumers are actively looking to reduce their caffeine intake, while one in five are regularly choosing decaf products.
“We aim to give people the freedom to enjoy coffee how and when they want it. Offering a range that meets this demand was crucial for us,” Hills said. “The data clearly shows that more consumers are opting for decaffeinated coffee, and we’re proud to offer a high-quality choice that fits their lifestyle.”
TrueStart’s decaffeinated coffee is made using an organic solvent process to ensure it remains chemical-free, aligning with the brand’s commitment to quality and consumer well-being.
Asda’s hot beverages buyer, Jennie Large, praised TrueStart’s innovation, noting that the brand offers “refreshing and exciting branding” alongside a range of products that meet consumer demand for choice and convenience. “They are fast-moving and know exactly what our customers want,” she added.
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