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TrueStart Coffee, the Bristol-based B Corp known for its "clean energy" proposition, has closed a "significant" Series A funding round to accelerate its retail footprint and direct-to-consumer (D2C) operations.

The undisclosed investment was led by JamJar Investments—the venture capital firm established by the founders of Innocent Drinks—marking a major vote of confidence from some of the UK’s most successful consumer brand builders. The round also saw participation from DLF Venture and a group of strategic angel investors.

Disrupting a "Static" Category

Founded in 2015 by Helena and Simon Hills, TrueStart has positioned itself as a disruptor in the traditional coffee aisle. The brand focuses on "hyper-consistent" caffeine levels and a "better-for-you" health angle, addressing the demand for functional beverages that offer stable energy without the crash.

The company plans to use the capital to drive product innovation in what it describes as a "traditionally static category," alongside funding extensive sampling activations to recruit new consumers.

Adam Balon, co-founder of JamJar Investments, commented: "Coffee is a huge category that’s been crying out for a shake-up. TrueStart has already proven they can unlock growth in a way most challengers can’t. We see massive potential and are excited to be part of the journey."

Performance Metrics: Explosive Growth

The investment follows a period of rapid scaling for the brand. TrueStart reports 620% growth over the past two years, with a 140% year-on-year increase in 2025.

Key Market Data:

• Retail Footprint: Over 5,000 UK distribution points.

• Current Stockists: Asda, Morrisons, Co-op, Costco, and Ocado.

• Channel Strategy: Investment will be split between scaling retail distribution and bolstering the fast-growing D2C channel.

Clément Helinckx, Principal at DLF Venture, noted that the brand's ability to deliver "incremental and profitable growth" was a key driver for the investment. "This next stage is about scaling across retail, out of home and D2C, by launching innovation that grows the category and activating the brand in ways that recruit new consumers and build long-term brand value."

Helena Hills, CEO and Co-Founder, added: