All Coffee Might Not Caffeinate Equally… New Brand Steps in to Help

Your current brand may be serving you varying volumes of morning zing...

Many cyclists rely on a strong brew to get them off to a good start in the morning, but one brand claims that you might not be getting the same caffeine hit every time – and they’re here to help. 

TrueStart promises to ensure a fixed, reliable and sustained caffeine boost which they say other coffee beans don’t supply. The brand, founded by two triathletes, say that an average coffee could contain anywhere between 2mg and 200mg per serving, due to natural variation between coffee crops.

Comparatively, TrueStart promise to deliver 75-115mg of caffeine per serving – the same amount you’d get in a caffeinated energy gel or sports drink. And how do they do this? Using technology during the freeze drying process which enables them to regulate the caffeine content.

The coffee is instant, but TrueStart promise it isn’t lacklustre as some – thanks to the quality of the Columbian Arabica beans.

Co-founder Helena Hills says: “TrueStart was born from our personal experiences while training for an Ironman triathlon. Coffee became our go-to energy boost but, we were both experiencing varying and unpredictable effects.

“TrueStart ensures you receive the exact amount of caffeine to deliver the physiological benefits and appeals to the growing desire for natural, sugar-free caffeine sources among sports and fitness communities.

“It’s been hugely well received and we’re incredibly excited about creating a global community of people who share our drive to set and achieve personal goals.”

TrueStart coffee retails at £5.95 for a 100g jar and is already stocked in a number of Tesco’s NutriCentre outlets and independent stores. It is also available to order directly from

Not sure about caffeine and its performance benefits? Here’s how to use it to boost your workouts. 

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