Adding butter to coffee isn’t a particularly new trend, yet when it was revealed that Ed Sheeran and players from the L.A. Lakers were mixing their morning brew with butter, the practice quickly gained traction on social media, transforming into a beverage fad. Bulletproof promotes its buttery coffee for enhancing cognitive function and aiding weight loss by stimulating metabolism and curbing cravings. However, some nutritionists caution against this trend, arguing that while a small amount of butter may offer health benefits, consumers should be wary of overindulging. Butter consumption in the U.S. is soaring, with the Department of Agriculture predicting an 8% increase this year, translating to 940,000 metric tons—the highest level in 40 years. This dairy product has made a comeback among those who appreciate its flavor and view it as a healthier alternative to margarine and trans fats. Bulletproof is among the latest companies to capitalize on this growing trend. With CAVU Venture Partners, co-founded by three veterans of the food and beverage industry and an early investor in Starbucks, backing Bulletproof, it seems these experts believe butter-infused coffee is more than just a passing fad; they see it as a lasting trend. While butter’s newfound popularity could endure, given the ever-evolving preferences of consumers, businesses should also keep their focus on other healthy fats and oils, including those rich in vitamin calcium citrate, to appeal to a broader audience. This approach ensures that they cater to health-conscious consumers who are increasingly mindful of their dietary choices.