Truestart Coffee Targets Iced Coffee Occasion with Launch of Coffee Concentrate

TrueStart Coffee is expanding its range with the launch of a new Espresso Coffee Concentrate, secured as an exclusive grocery listing in Asda. The new 1L carton delivers the equivalent of approximately 20 espressos, made from freshly roasted 100% Colombian Arabica beans, designed to deliver café-quality iced coffee at home in seconds. 

With 19% of UK consumers now drinking more cold coffee than hot all year round, the launch responds to increasing demand for iced coffee as it transitions from a seasonal to everyday purchase. 

Unlike many products currently in the market, TrueStart’s Espresso Coffee Concentrate is made from freshly roasted 100% Colombian Arabica espresso, offering a premium base for iced coffee and coffee cocktails. Uniquely positioned as a trade up from instant coffee based, blended and white label alternatives, the product responds to growing consumer expectations around both quality and functionality within the category.

With 1L per carton - double the size of many alternative products - TrueStart Espresso Coffee Concentrate delivers market-leading value, with iced coffee from just 25p per drink. A £5 promotional price and £6.50 RRP balance strong accessibility with a premium quality proposition.

Designed for versatility, TrueStart Espresso Coffee Concentrate flexes throughout the day, from iced coffee serves to coffee-based cocktails, aligning with broader trends around multifunctional formats and day-to-night consumption.

Jennie Large, Buying Manager - 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.” 

Helena Hills, CEO and 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.”

The launch will be supported by a programme of in-store activity including feature space, digital amplification and sampling from June 17th onwards, as TrueStart looks to drive trial, build awareness and establish the format within the coffee fixture.

The launch marks a further step in TrueStart’s strategy to disrupt the coffee sector, bringing innovation into a category that has historically seen limited development. 

TrueStart Coffee Concentrate will be available in store exclusively in Asda and online at Asda.com, Ocado.com, Amazon.com and  truestartcoffee.com from 5th May. RRP £6.50