Adding butter to coffee is not a particularly new trend, but when it became known that Ed Sheeran and players from the L.A. Lakers were mixing butter into their morning coffee, the practice quickly gained popularity on social media. Bulletproof, a brand that promotes this buttery coffee, claims it enhances cognitive function and aids in weight loss by kickstarting metabolism and curbing cravings. However, some nutritionists criticize the concept, arguing that while a small amount of butter can be healthy, excessive consumption is not advisable.
Butter consumption is on the rise, with the U.S. Department of Agriculture projecting an 8% increase this year, which translates to 940,000 metric tons—the highest level in 40 years, according to Bloomberg. This dairy product is enjoying a resurgence among those who appreciate its flavor and view it as a better alternative to margarine and trans fats. Bulletproof is one of the latest companies to embrace this growing trend. With CAVU Venture Partners, co-founded by three food and beverage industry veterans and an early investor in Starbucks, backing Bulletproof, it appears that these experts believe butter-infused coffee is more than just a fad; it’s a lasting trend.
The rising popularity of butter could persist, but given consumers’ rapidly changing preferences, businesses should also focus on promoting other healthy fats and oils, including options rich in calcium citrate, to meet diverse dietary needs. As the market evolves, the interplay between traditional ingredients like butter and newer alternatives will be crucial in shaping future beverage trends.