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Trio of Olympic champions launch values-driven coffee brand

Rio 2016 Olympic champions Owain Doull, Callum Skinner and Philip Hindes have today launched their values-driven coffee brand, 5 Rings. With the launch of 5 Rings, the British cycling trio have taken their passion for the drink to the international market with a focus on world class and sustainably-sourced coffee.

Hindes (pictured left), Skinner (centre), Doull (right) said, 'The journey for 5 Rings began way back in 2012 when, as we developed a lasting friendship through our international travels in professional cycling, we would, without fail, go on the hunt for great coffee. In our cycling careers, we were fortunate to have reached the pinnacle of any athlete's profession by becoming Olympic champions.

'We've also been fortunate to share many memories and stories which, we believe, coffee is all about. Coffee is so much more than a drink - it brings people together to socialise and discuss the good, the bad and the ugly of life.

'By launching our company today, we are aiming to contribute to the greater good of the coffee community, bringing world class and sustainably-sourced coffee to the UK and international market. We are looking forward to starting this journey.'

Initially launching two single origin roasts - named Blind Faith and Cali Crash following their own personal stories from their careers in professional cycling - 5 Rings will primarily be distributed direct to consumers via the company website, As part of its launch, 5 Rings will seek to grow its wholesale offering across other outlets across the UK and worldwide.

An integral component of the 5 Rings brand is the personal backstories of the two naturally processed single origin coffees to the Olympic and world record-holding trio. Brazilian blend Blind Faith is a coffee with flavours of milk chocolate and date and is so-named after the cyclists' post-Olympic gold medal celebrations at the Rio 2016 Olympic Games.

Cali Crash, which has flavours of red cherry and brown sugar, attracted its name as a result of 5 Rings founder Owain Doull's ill-fated Cali Track World Championships performance in Colombia in 2014.

5 Rings takes its ethical and environmental responsibility seriously. The brand pays a price which recognises the quality of the coffee and guarantees to cover the costs of production. 5 Rings uses a Loring 'smokeless' roaster that produces up to 80% fewer greenhouse gases in every roast, compared to conventional roasters.

Every single coffee bag is certified CO2-neutral and is 100% plastic and aluminium-free, ensuring the bags are easily recyclable. The postal bags are made from 100% recycled plastic and are also recyclable.