# Millennial-Targeted Coffees The New TrueStart Cold Brew Coffees are Vibrant and Energizing By Michael Hemsworth | Published 2018-07-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/truestart References: [foodbev](https://www.foodbev.com/news/truestart-unveils-vibrant-new-range-of-cold-brew-coffees/) & [truestartcoffee](https://www.truestartcoffee.com) Coffee is often positioned as being a drink for mature consumers to enjoy, so the new TrueStart [cold brew coffee range](https://www.trendhunter.com/trends/cold-brew-coffee-line) aims to change this perception and make it more applicable for younger consumers. The new [prepackaged coffee](https://www.trendhunter.com/trends/starbucks-chilled-range) lineup consists of three varieties including 'Original Black,' 'Chilli Chocolate' and 'Vanilla Coconut' that are all made with 100% natural ingredients and no sugar. The drinks are also positioned as being "hyper-sustainable," vegan and calorie-free for consumers of all ages to appreciate. The new TrueStart cold brew coffees were explained by CEO and Co-Founder, Helena Hills, who said, "We want to speak directly to [millennials and Generation Z](https://www.trendhunter.com/trends/xtra-flavor-creamer) 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." ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 79% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Youthful Coffees:** A trend of developing coffee products that appeal to millennials and generation Z by emphasizing on natural ingredients, sustainability, and unique flavors. - **Hyper-sustainable Beverages:** A trend of introducing beverages with eco-conscious packaging and sustainable ingredients used while promoting their environmental impact and eco-friendly values. - **Challenger Beverage Brands:** A trend of developing challenging brands targeting the mainstream beverage industry with unique offerings and memorable branding and messaging. ### Industries Being Reshaped - **Specialty Coffee:** Specialty coffee industry could further target younger consumers and expand by adding unique coffee blends, sustainable sourcing, and natural ingredients messaging. - **Beverage Packaging:** The beverage packaging industry can capitalize on the trend towards more eco-conscious packaging by developing biodegradable and eco-friendly materials. - **Beverage Retail:** The beverage retail industry can create space for high-quality, natural, sustainable, and unique-flavored beverages to attract younger consumers who seek a more ethical and conscious purchase experience. ## Related on Trend Hunter - [Supercharged Canned Cold Brews](https://www.trendhunter.com/trends/unconform.md) - [Expressive Organic Coffees](https://www.trendhunter.com/trends/expressive-organic-coffee.md) - [Premium Cold Brew Cans](https://www.trendhunter.com/trends/premium-cold-brew.md) - [Gen Z-Focused Coffee Products](https://www.trendhunter.com/trends/kenco-1.md) - [Full-Flavor Canned Cold Brews](https://www.trendhunter.com/trends/canned-cold-brews.md) - [Canned Nitro-Infused Cold Coffees](https://www.trendhunter.com/trends/nitroinfused-cold-coffee.md) - [Functional Coffee Line Expansions](https://www.trendhunter.com/trends/bulletproofs-new-cold-brew.md) - [Clean-Label Canned Lattes](https://www.trendhunter.com/trends/premium-canned-lattes.md) - [Indulgent Coffee Drinks](https://www.trendhunter.com/trends/arctic-frappe.md)