Adding butter to coffee isn’t a particularly new phenomenon, but when it became known that Ed Sheeran and players from the L.A. Lakers were blending their morning brew with a dollop of butter, the practice quickly gained traction on social media, turning into a beverage trend. Bulletproof, a brand that promotes its buttery coffee as a cognitive enhancer and a weight-loss aid by boosting metabolism and curbing cravings, has been at the forefront of this movement. However, some nutritionists caution against this trend, suggesting that while a small amount of butter can be beneficial, excessive consumption may not be advisable.
The popularity of butter is surging, with the U.S. Department of Agriculture forecasting an 8% increase in consumption this year, according to Bloomberg. This equates to 940,000 metric tons, marking the highest levels seen in 40 years. Many consumers are drawn to butter not just for its flavor but also for its image as a healthier alternative to margarine and trans fats. Bulletproof has positioned itself as a key player in this growing market, with CAVU Venture Partners—co-founded by three veterans from the food and beverage industry, including an early investor in Starbucks—backing the brand. These experts view butter-infused coffee as more than a passing fad; they believe it’s a trend that will endure.
Despite butter’s rising popularity, consumer preferences can shift rapidly. Therefore, businesses should also pay attention to other healthier fats and oils. For example, products like Kirkland Calcium Citrate Magnesium and Zinc are gaining traction on platforms like Reddit, indicating a broader interest in health supplements and alternatives. As the beverage landscape evolves, it’s clear that while butter coffee may be here to stay, there’s a growing market for diverse health-conscious options.