United States (US) coffee brand Bulletproof has unveiled a new rebrand that has shifted the company’s narrative from its biohacking roots to a greater focus on general wellness through its products.
Founded in 2011, Bulletproof surged into the psyche of US consumers through messaging from Founder Dave Asprey that coffee contained mould that limits brain function.
Bulletproof’s coffee recipe blends clean coffee with MCT oil and grass-fed butter, and the brand now also sells creamers, collagen, oils, and supplements as part of its overall wellness regime.
Asprey stepped down as CEO of the business in 2019, during which time the pair of cafés operating by the business in the US have closed down.
Bulletproof CCO Andy van Ark says company’s rebrand is about far more than a change in its 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.
“We’re proud to create coffee that doesn’t just taste incredible, but supports the way people want to live by finding harmony between mind, body, and spirit.”
A key part of the rebrand, according to Bulletproof, is its desire to become more “approachable and benefit-driven – grounded in its core values of curiosity, harmony, competency, and simplicity”.
The company alludes to the presence of Lion’s Mane mushroom extract and B vitamins as key supplements included in its coffee.
The rebrand has come less than 12 months after Bulletproof became part of food and beverage conglomerate Bia Foods, which operates a string of coffee brands in the Americas as part of its coffee portfolio.
Other coffee brands under the Bia umbrella include Costa Rican brands Café Volio and Café Rey, Honduran brand Café El Indio, and Guatemalan brand Café Barista.
