Why TrueStart Coffee Chooses Profitable Growth Over Scale | Founder Helena Hills

We don't often hear about Challenger brands that are PROFITABLE...So let's do it!

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In this fab interview, I chat with Helena Hills, co-founder of TrueStart Coffee, about how she and co-founder Simon have taken a once-niche healthy coffee idea and turned it into a fast-growing challenger brand now on a £12m revenue run rate, profitably. So for those of you who are wondering if it's possible, here's some BRILLIANT insights, advice and experience!

What I loved about this conversation is Helena's clarity around this decision, her conviction. And that TrueStart didn’t suddenly appear from nowhere. It spent years doing the hard, unglamorous work: testing the proposition, building a community at sports events, learning where the brand had real pull, and being incredibly choosy about what to invest in before stepping into scale-up mode.

We talk about the contradiction at the heart of their growth: this is a coffee brand that didn’t lead with coffee culture, but with energy.
Helena explains why TrueStart tests for quality and purity markers (I honestly didn't know this was important), why caffeine consistency matters (nor this, but it makes complete sense to me now!), how COVID became a light-switch moment for the brand, and why their Series A fundraise with Jam Jar felt like a full-circle moment after first naming them as a dream investor back in 2015.

For founders building consumer brands, this is a brilliant conversation about patience, timing, culture, focus and what it really means to scale without building on sand.

What You’ll Learn

• Why TrueStart built its early community through sports and fitness events.
• How a niche proposition became more mainstream as health, ethics and quality became more important to consumers.
• Why profitable growth became a deliberate strategic choice.
• How Helena and Simon divide leadership between outward energy and internal process.
• Why timing matters in innovation, especially with the launch of Coffee Concentrate.

Key Topics Discussed

• Series A investment from Jam Jar
• Building a profitable challenger brand
• Healthy coffee and caffeine consistency
• Word-of-mouth growth at events
• Moving from startup to scale-up
• Coffee Concentrate and iced coffee at home
• Founder energy, ADHD and complementary co-founder roles
• Culture, hiring and decision-making guardrails
• AI, process and avoiding founder bottlenecks

Find out more about TrueStart
Follow TrueStart on Instagram

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*** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***

If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.

But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.

That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.

Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!

Joelson is offering a free legal consultation to all Brand Growth Heroes listeners - just send an email to hello@joelsonlaw.com - we highly recommend you take them up on it, they are honestly brilliant.

CREDITS

Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and to the entire BGH team.