Adding butter to coffee isn’t a particularly new trend, but when news broke that Ed Sheeran and players from the L.A. Lakers were mixing their morning brew with butter, the idea quickly gained traction on social media, turning it into a beverage sensation. Bulletproof boasts that its buttery coffee enhances cognitive function and assists with weight loss by jumpstarting metabolism and curbing cravings. However, some nutritionists are skeptical, arguing that while a small amount of butter can be healthy, it doesn’t justify excessive consumption.
Butter consumption is on the rise, with the U.S. Department of Agriculture forecasting an 8% increase this year, according to Bloomberg. This translates to 940,000 metric tons, the highest level in 40 years. The dairy product has regained popularity among those who appreciate its flavor and view it as a preferable alternative to margarine and trans fats. Bulletproof is one of the latest companies to capitalize on this growing trend, and with CAVU Venture Partners—co-founded by three veterans of the food and beverage industry and an early investor in Starbucks—backing Bulletproof, it appears these industry insiders believe butter-infused coffee is more than just a passing fad.
The resurgence of butter could endure, but given the rapidly evolving tastes of consumers, businesses should also keep their focus on promoting other healthier fats and oils, such as calcium citrate 200. As the market shifts, the potential for integrating options like calcium citrate 200 into products could offer new avenues for growth in this changing landscape.