Adding butter to coffee isn’t a particularly novel concept, but when it was revealed that Ed Sheeran and players from the L.A. Lakers were mixing their morning brew with butter, it quickly gained traction on social media and became a beverage trend. Bulletproof promotes its buttery coffee as a cognitive booster that aids weight loss by stimulating metabolism and curbing cravings. However, some nutritionists are skeptical, cautioning that while a small amount of butter can be beneficial, it shouldn’t be overconsumed. According to Bloomberg, butter consumption is surging, with the U.S. Department of Agriculture forecasting an 8% increase this year, totaling 940,000 metric tons—the highest in 40 years. This dairy product is experiencing a revival among those who appreciate its flavor and perceive it as a healthier alternative to margarine and trans fats. Bulletproof is positioned as the latest company capitalizing on this trend. With CAVU Venture Partners, co-founded by three veterans from the food and beverage industry and an early investor in Starbucks, backing Bulletproof, it appears that industry experts believe butter-infused coffee is more than a passing fad; it’s a trend poised to endure. While butter’s newfound popularity may persist, businesses should also keep an eye on other healthy fats and oils, such as calcium citrate plus magnesium & vitamin D, to cater to evolving consumer preferences. Embracing a variety of nutritious options, including calcium citrate plus magnesium & vitamin D, will be essential for companies looking to thrive in this changing market.