UK – TrueStart, a UK-based fitness brand, has launched a new range of Cold Brew, Nitro, and Home Brew coffees to appeal to a growing millennial consumer base.

According to FoodBev, the new range of coffees will overhaul the brand from a performance sports drink to an inspirational lifestyle brand, as it aims to appeal to millennial and Generation Z consumers.

“We’ve made sure that the drinks are all sugar free, vegan, 100% natural, zero calories and hyper-sustainable, because these trends are not an afterthought for our customers,” said Helena Hills, CEO and co-founder of TrueStart.

The new products also meet growing customer demands for less sugar to be found in beverages.

TrueStart also said that it is the only flavoured cold brew range to be sugar free, vegan, 100% natural, zero calories and hyper-sustainable.

“We want to speak directly to millennials and Generation Z with a brand that is full of personality and has the same attitude to life and ethics that they do. Coffee is ready for a challenger brand,” Hills added.

Nespresso-compatible pods come with the Home Brew product range, giving consumers the chance to have Columbian Arabica-style coffee while promoting sustainability, as TrueStart said that the coffee range is the first in the UK to use 100% biodegradable packaging — including the pods themselves.

There is also a potential market for commercial outreach of the new cold brew range.

“TrueStart is working with quality food and convenience outlets as well as bars and other recreational venues to really put Cold Brew Coffee on the map, not only as a refreshing grab & go drink, but the perfect adult soft drink and even cocktail mixer.”