UK coffee brand TrueStart Coffee has secured a Series A investment led by JamJar Investments, the consumer-focused investment firm behind Innocent Drinks. DLF Venture and a group of strategic angel investors also participated in the funding round, which a spokesperson for TrueStart told FoodBev totalled a multi-million-pound investment. Founded in 2015 by Helena Hills and Simon Hills, TrueStart was created during the founders’ triathlon training, with the aim of offering speciality-grade coffee positioned around caffeine awareness and everyday performance. The brand sources coffee from selected origins, including Colombia, and carries out testing to ensure consistency across its range. TrueStart is listed with retailers including Asda, Morrisons, Co-op, Costco and Ocado, and is available across more than 5,000 distribution points in the UK.