Vegetable-flavoured water and ‘the Dyson of loo brushes’ are among the latest raft of businesses backed by investor TrueStart.

At TrueStart’s Victoria offices the entrepreneurs immerse themselves in building their fledgling ventures with advice from expert partners such as Accenture and Land Securities.

At the TrueStart hub where entrepreneurs build their businesses

TrueStart

At the TrueStart hub where entrepreneurs build their businesses

Retailers, including River Island, and successful entrepreneurs such as Richard Anson, founder of online reviews and engagement platform Revoo, are also on hand to share their insight and knowledge.

It is all part of TrueStart’s drive to find innovative consumer businesses.

That could be products, technology or new retailers with potential to be stars of tomorrow.

And they might perhaps go on to win investment from associate business True Capital, set up by former retail analyst Matt Truman and one-time Deloitte man Paul Cocker and where ex-Kingfisher and Home Retail bosses Sir Ian Cheshire and Terry Duddy have just joined the advisory board.

Tech accelerator

TrueStart chief executive Baz Saidieh, who has a background in tech start-ups, management consultancy and venture capital, says: “We get 20 businesses a year through TrueStart.

“True Capital gets two things – better understanding and potentially an investment opportunity, or an opportunity to integrate technology in one of its larger investments.”

Saidieh and his team take on two “cohorts” of six or so start-ups per year.

“Access to innovation is one of the pillars of our strategy and nobody really does it for retail and consumer goods. In the long term, we want to be the focal point of innovation”

Baz Saidieh, TrueStart

He says: “We give strategic guidance, access to lawyers and accountants and that sort of thing but what we’re really keen to push is our network so that there’s the opportunity to accelerate [the start-ups].”

So far TrueStart as invested in 22 companies – 12 technogy business, six products and four marketplaces.

Perhaps one of the most striking has been The Unseen, which uses science and technology to create wearable items that “visualise” what would not otherwise be visible, such as changing colour in the wind or according temperature. The Unseen’s products have recently gone on sale in Selfridges.

Retail innovation

The TrueStart hub is proving popular with established retailers and other consumer-facing companies, who have increasingly paid visits to catch up on the latest ideas and thinking.

Truestart Hub

Truestart Hub

TrueStart’s innovation hub

“Since last Christmas about 200 chief executives or board members have been in,” says Saideh. “They really want access to these guys and vice versa.

“Access to innovation is one of the pillars of our strategy and nobody really does it for retail and consumer goods specifically. In the long term, we want to be the focal point of innovation in our sector.”

As leaders of more established businesses battle to adapt to keep up with, or even a step ahead of, fast-changing consumer habits and lifestyles, perhaps the latest cohort entrepreneurs may provide a lightbulb moment.

TrueStart’s latest cohort of start-ups

Blockverify

The pitch Anti-counterfeit technology expected to appeal in particular to luxury good businesses. Provides reassurance to customers that they are buying authentic goods. It addresses a problem thought to cost $400bn (£264bn). Uses ‘blockchain’ ledger technology which creates a growing body of data.

Founder Paul Tanasyuk

JF Rabbit’s Vegwater

The pitch As concerns grow about excess sugar in food and drink, it is hoped these vegetable-flavoured drinks could represent the beginning of a new soft drinks category, following in the footsteps of pioneering products such as smoothies. Founded by entrepreneurs with FMCG experience.

Founders Felix Tanzer, James Shillcock

Loogun

The pitch A hand-held motorised device to clean toilets that removes the need for the old-fashioned but unhygienic loo brush. Wide potential distribution from homes to hotels and for FMCG companies. Already raised £48,000 through Kickstarter.

Founders Calan Horsman, Henry Chamberlain

NearSt

The pitch Makes products in local shops searchable by consumers using their smartphones. What is in stock in local shops typically does not show up on Google searches. NearSt makes life more convenient for consumers and drives trade to stores.

Founders Nick Brackenbury, Max Kreijin, Thomas Schoffelen

Pasabi

The pitch Enables businesses to personalise marketing and product recommendations in the knowledge that the consumer wants to see them, by putting the consumer in control. That should ‘supercharge’ the impact of the communication as shoppers take charge of sharing their data and privacy.

Founders Chris Downie, Garry Munro, Martin Spinks

Pavilion33

The pitch An online art marketplace designed to disrupt the traditional ‘elitist’ approach to buying and selling art. Consumers can swap and rent as well as purchase. Founded by entrepreneurs with backgrounds ranging from Google to auction house Christies.

Founders Valarie Konde, Olivier Varenne, Alix Janta, Christina Schumacher, Daniel Bakker