Truestart Coffee Further Expands Distribution with Morrisons Launch

• TrueStart - the original healthy coffee brand - is set to launch in Morrisons stores nationwide on 3rd March - marking the brand’s second major grocery listing this year

• Having launched with Asda at the beginning of 2025, the TrueStart Instant Coffee range (RRP £5.75) will now roll out in Morrisons stores nationwide, increasing distribution points from 3,981 to 5,025

• As the only caffeine-consistent and controlled instant coffee brand on the market, the listings reflect increased consumer awareness around caffeine consumption

TrueStart - the original healthy coffee brand - has announced its second major grocery listing this year, rolling out into Morrisons stores from 3rd March. On a mission to make coffee which actually makes you feel good, TrueStart’s caffeine-controlled Instant Coffee range will be available in store and online (RRP £5.75 per 100g). Having cemented a strong retail presence with its launch into Asda earlier this year, in addition to its existing listings with Booths, Co-op, Ocado, WH Smith and Costco, the launch into Morrisons will see TrueStart’s distribution increase 26% from 3,981 to 5,025 distribution points nationwide.

With 39% of UK coffee drinkers looking to reduce their caffeine consumption (Mintel UK Coffee Market Report 2024), TrueStart is on a mission to shake up the coffee aisle with a fresh perspective on what coffee can be. Its range of caffeine-controlled Instant Coffee responds to the growing number of health-conscious consumers who want to enjoy reliable and consistent caffeine consumption, that leaves them feeling fantastic, without compromising on taste or quality. Each cup is also packed full of antioxidants and lab-tested for no nasties, meaning a clean cup every time  - one cup of TrueStart, in fact, contains more antioxidants than a cup of green tea.

Helena Hills, co-founder of TrueStart said: “TrueStart was born from a mission to redefine what coffee can be, and our nationwide launch into Morrisons is a huge step forward in sharing that vision. We introduced the UK’s first Lightly Caffeinated Instant Coffee last year because we saw a real shift: more people want to enjoy their coffee ritual without overdoing the buzz. We’re proud to offer a range that caters to every lifestyle choice, from clean energy to lower caffeine options, always without compromising on taste.”

Liam Hancock, Coffee, Tea & Other Hot Beverages buyer at Morrisons said: “Our customers value quality and authenticity, which is exactly what TrueStart Coffee delivers. Their commitment to great taste, clean ingredients, and thoughtful caffeine consumption really stands out. We’re proud to support an independent brand that offers something genuinely different - whether it’s a lightly caffeinated option or a bold, highly caffeinated brew, this gives our Customers more ways to enjoy their Coffees”

TrueStart’s instant range which includes; Barista Grade Instant Coffee, Decaf Barista Grade Instant Coffee, Lightly Caf Instant Coffee and Super Blend Instant Coffee will roll out in Morrisons stores nationwide and online from 3rd March at a promotional price of £4.50, RRP £5.75/100g.