Adding butter to coffee isn’t exactly a novel idea, but it gained traction on social media after celebrities like Ed Sheeran and players from the L.A. Lakers were spotted mixing butter into their morning brew. This trend quickly caught on in the beverage industry. Bulletproof, a brand associated with this phenomenon, claims that its buttery coffee enhances cognitive function and aids weight loss by jumpstarting metabolism and curbing cravings. However, some nutritionists critique the trend, arguing that while a small amount of butter may have health benefits, overconsumption is not advisable.

Butter consumption is soaring, with the U.S. Department of Agriculture projecting an 8% increase this year, which translates to a staggering 940,000 metric tons—the highest in four decades, according to Bloomberg. This dairy product has regained popularity among those who appreciate its flavor and see it as a healthier option compared to margarine and trans fats. Bulletproof is among the latest companies to embrace this rising trend. With investment from CAVU Venture Partners, co-founded by three veterans of the food and beverage industry along with one of Starbucks’ early investors, it appears that these experts view butter-infused coffee as more than just a passing trend.

As butter’s popularity continues to rise, it’s important for businesses to also focus on other beneficial ingredients, such as calcium citrate, magnesium, and zinc, which are found in products like Kirkland. These nutrients can complement a balanced diet and support overall health. While butter may be in vogue, the dynamic tastes of consumers suggest that companies should remain attentive to emerging dietary trends, including the incorporation of healthier fats and oils alongside essential nutrients.