TrueStart brings café quality to the comfort of the home
COFFEE brand TrueStart has unveiled its new Espresso Coffee Concentrate pack as part of an exclusive grocery listing in Asda stores.
The new one litre carton contains the equivalent of 20 espressos made using 100% Colombian Arabica beans with the intention of delivering a café-quality iced coffee serve at home in seconds.
TrueStart believes that the use of Colombian Arabica espresso will offer a point of difference in the range with a premium base for iced coffee serves that will allow shoppers to trade up within the category.
Designed with versatility in mind, the launch can be used across a range of coffee drinks such as iced coffee serves to coffee-based cocktails such as an Espresso Martini, allowing it to align with broader consumer trends and different consumption occasions across the day.
Available in Asda stores now, the new TrueStart Espresso Coffee Concentrate comes in a one litre carton with an RRP of £6.50 each, with a promotional price of £5 across the supermarket.
Helena Hills, chief executive & co-founder of TrueStart, said: “Iced coffee is booming, but many at-home options still fall short – they can be expensive, complicated or just not taste that great.
“We’re super excited about this launch – we’ve created a proper espresso base, made from stunning 100% Colombian Arabica, in a unique pack size that makes it quick, easy and affordable to make a great iced coffee every time.”
Jennie Large, buying manager for hot beverages & sugar at Asda, said: “We’re really excited to be exclusively launching TrueStart Espresso Coffee Concentrate in Asda, shoppers are increasingly looking for convenient, coffee shop style ranges that they can make at home for a fraction of the cost.
“This launch helps us meet that demand with something distinctive and high quality. TrueStart brings strong brand credentials and a loyal customer following, and we see this exclusive launch as a great opportunity to drive growth in the concentrate iced coffee category.”
