Bulletproof, a US coffee brand, has shifted its narrative from biohacking to a broader emphasis on wellness. This rebranding reflects a commitment to energizing and empowering customers. The company aims to support a lifestyle that balances mind, body, and spirit through its products.
• Bulletproof was founded in 2011 and gained popularity through claims about mold in coffee affecting brain function.
• The brand's coffee blends clean coffee with MCT oil and grass-fed butter, now expanding to include creamers, collagen, oils, and supplements.
• The rebrand aims to be more approachable and benefit-driven, focusing on core values like curiosity and simplicity.
• Bulletproof is now part of Bia Foods, a larger food and beverage company that owns multiple coffee brands across the Americas.
This shift matters as it positions Bulletproof to connect with a wider audience. By focusing on general wellness, the brand hopes to resonate with consumers looking for products that enhance their daily lives. The evolution reflects changing consumer preferences and the importance of holistic health in today's market.
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