United States coffee brand Bulletproof is stepping back into into the ready-to-brew cold brew category with the launch of two new blends.
The Original comes in a 12-ounce bag, and has been labelled as “a smooth, refreshing medium roast with low acidity for an easy-sipping experience” by the brand.
The High Achiever comes in a 10-ounce bag, and is “an enhanced cold brew with functional ingredients like Lion’s Mane, B vitamins, and Coffeeberry to support energy, focus, and brain power”.
It also contains double the amount of caffeine as a standard cup.
“Both blends are ground to the ideal coarse grind for cold brew and can be batch-prepped for the week. Just stir with filtered water, steep overnight, and you’ve got eight cups of clean, cooling coffee on deck,” Bulletproof says.
Bulletproof’s coffee is also Rainforest Alliance Certified, sustainably sourced, and tested for toxins according to the company.
The brand has previously entered the market with a range of cold brew products, including releasing a grab-and-go version of the product back in 2017.
The release of The Original and the High Achiever comes after Bulletproof underwent a rebrand earlier this year, after the brand became part of food and beverage conglomerate Bia Foods. CCO Andy van Ark stated the pivot was led by more than just a change in packaging.
“This rebrand is about more than just a new look, it’s a reflection of where we’re headed. We’ve evolved alongside consumers, and today’s Bulletproof is focused on energising and empowering customers to own their day,” van Ark said in June.
Bulletproof was founded in 2011 by Dave Asprey, who stated coffee contained mould that limits brain function. Originally, it blended unsalted butter and MCT oil into coffee in an effort to boost brain function and increase energy, and helped launch a global trend in the wellness coffee space.
North America dominates the international cold brew coffee market and currently accounts for more than 35 per cent of global cold brew consumption according to Market.us.
The value of North America’s cold brew market is expected to surge to US$10.2 billion by 2034.
