Having found fame with its pioneering fat and coffee blend over the last decade, the company now sees interest in functional coffees going mainstream: and it’s repositioning to tap into that opportunity.
Its products and ingredients (based on the brand’s signature butter-coffee blend but also include additional add-ons such as gut health, collagen, mental focus and more) remain unchanged: but new language and branding will make its functional positioning clear to a wider audience.
Butter coffee beginnings
Founded in 2011, Bulletproof found fame with its coffee and fat blend: a high-calorie caffeinated drink that replaces carb-heavy breakfasts.
The coffee’s star ingredients are high-quality coffee, MCT oil and grass-fed ghee (or butter), that promotes sustained energy, increased satiety and cognitive function support.
The brand was created by Dave Asprey: a successful Silicon Valley entrepreneur who was inspired by a creamy cup of yak butter tea while trekking in Tibet.
That idea was then turned into Bulletproof coffee: ‘a high-performance drink that has a massive impact on your energy and cognitive function’.
Bulletproof Coffee
The Bulletproof Diet was created by American entrepreneur and author Dave Asprey, spearheaded by his Bulletproof Coffee brand.
Bulletproof’s Brain Octane C8 MCT Oil, derived from 100% coconuts (no palm oil), rapidly converts into ketones: offering fast, sustained energy that supports brain and body without the blood sugar spike.
Bulletproof Coffee found a cult following with keto enthusiasts, intermittent fasters and performance minded biohackers: and the term ‘bulletproof’ is now know beyond the brand.
“Bulletproof’s USP centers on delivering clean, functional products that deliver sustained energy, mental clarity, and metabolic support—without the crash,” explained Andy van Ark, CCO of Bulletproof.
“We have built a portfolio around the coffee experience to meet the needs of health focused consumers, including supporting brain power, metabolic function, and energy, making it ideal for people who want more out of their morning coffee experience.”
And those people who want more out of their coffee experience are growing in number. So is their knowledge of functional ingredients. Back in 2011, ingredients such as MCT oil and collagen were niche. Today, functionality has a far wider demand, said van Ark: and the brand is repositioning itself to be accommodate a much wider audience.
“This evolution was a natural next step,” he continued. “While Bulletproof started in the biohacking world, the need for clean energy, focus, and wellness support has become universal. We saw an opportunity to make functional coffee more approachable for a broader audience—without losing what made us different. Our mission is to help people, whether they identify as a biohacker or not, to feel better, think clearer, and start their day stronger.”
Bulletproof’s portfolio has already evolved alongside mainstream consumer trends: from ground coffee to coffee pods and coldbrew.
As the company already identified back in 2011, coffee is a great way for consumers to get functionality into their diet.
“Coffee is an ideal delivery mechanism for functional benefits because it’s already deeply embedded in daily routines, making it a seamless way to add wellness without adding extra steps,” said van Ark. “You can get focus, energy, and metabolism support from something you already enjoy every morning. That’s why functional coffee is so powerful—it meets people where they are and enhances their everyday habits to support long-term health and wellness.”
Today, the brand’s coffee portfolio includes original ground coffee, alongside enhanced coffees (The High Achiever and The Maximizer support energy, focus, gut health and metabolism; while new launch The Enlightener builds on that momentum with added benefits for focus and mental clarity).
It’s also expanded beyond coffee: with MCT and Brain Octane Oils, K-Cup pods, supplements, protein bars and collagen.
Reaching new audiences
As part of the rebrand, Bulletproof has refined its language and tone to be more approachable and benefit-driven.
Its signature ‘resilient orange’ color branding remains – chosen as a ‘bold and energizing color to reinforce the warmth and momentum behind every sip’, but with new packaging that’s been updated to contain a more premium feel with clean visuals and clear benefit call-outs.
The rebranded coffee portfolio is now rolling out across the US at Whole Foods, Sprouts, Target and Kroger, as well as online.
