Executive Summary
From niche sports supplement to mainstream natural energy drink
In 2018 TrueStart came to us with the ambition to grow their brand from a niche sports supplement to a challenger brand that could take on mainstream natural energy drinks. In order to do this they needed to extend distribution far beyond the sports focused retailers that then listed TrueStart (Wiggle, Sigma Sports and a number of independent bike shops) and break into mainstream retailers, such as Whole Foods, who at the time were not open to listing the brand. Ambitions also extended to breaking into the on-trade category...