TrueStart targets the ‘Iced’ generation

TrueStart Coffee is set to disrupt the UK coffee fixture with the launch of its new Espresso Coffee Concentrate, secured as an exclusive grocery listing in Asda.

The 1-litre carton is designed to meet the booming demand for café-quality iced coffee and coffee-based cocktails that can be prepared at home in seconds.

The launch represents a significant technical step for the independent B Corp brand, moving from its established instant and cold brew range into the high-growth liquid concentrate sector. By using 100% Colombian Arabica beans, the product is positioned as a premium trade up from instant-based alternatives.

The strategic reasoning behind the launch is rooted in a fundamental shift in UK drinking habits:

• Year-round cold coffee: approximately 19% of UK consumers now drink more cold coffee than hot all year round. The iced coffee occasion is no longer a seasonal summer peak but an everyday staple.
• The price of convenience: With the average coffee shop iced latte now exceeding £4, TrueStart is pitching “market-leading value.” At a promotional price of £5 (RRP £6.50) for 20 servings, the cost per drink drops to just 25p.
• Quality inflation: as the UK coffee market matures — with over 54% of purchases now being roasted coffee over instant — consumers are demanding higher quality even in convenient formats.

“Iced coffee is booming, but many at-home options still fall short — they can be expensive, complicated or just not taste that great,” says Helena Hills, CEO and co-founder of TrueStart. “We’ve created a proper espresso base… that makes it quick, easy and affordable to make a great iced coffee every time.”

Unlike typical cold brew concentrates which can be mild, TrueStart has engineered an Espresso Concentrate that maintains the punch and depth required for day-to-night versatility.

• Format: a 1L carton—double the size of many market competitors — providing 20 espresso equivalents.
• Multi-occasion use: the concentrate is designed to flex across the day, serving as a morning iced latte base and transitioning into a professional-grade Espresso Martini mixer for evening consumption.
• Clean label: consistent with the brand’s health-focused ethos, the product contains no added sugars or artificial sweeteners.

For Asda, the exclusive partnership is a play to capture the home-barista demographic that is increasingly looking for convenience without the specialty coffee price tag.

“Shoppers are increasingly looking for convenient, coffee shop style ranges that they can make at home for a fraction of the cost,” adds Jennie Large, buying manager at Asda. “TrueStart brings strong brand credentials and a loyal customer following, and we see this exclusive launch as a great opportunity to drive growth.”