Adding butter to coffee isn’t a particularly new trend, but when news spread through social media that Ed Sheeran and players from the L.A. Lakers were mixing their morning coffee with butter, the practice quickly gained popularity in the beverage industry. Bulletproof asserts that its buttery coffee enhances cognitive function and aids in weight loss by jumpstarting the consumer’s metabolism and curbing cravings. However, some nutritionists criticize this notion, arguing that while a small amount of butter can be healthy, it doesn’t mean consumers should excessively add it to their diets.
Butter consumption is on the rise, with the U.S. Department of Agriculture anticipating an 8% increase this year, according to Bloomberg. This amounts to 940,000 metric tons, marking the highest level in 40 years. The dairy product has experienced a resurgence among those who not only enjoy its flavor but also view it as a preferable alternative to margarine and trans fats. Bulletproof is among the latest companies capitalizing on this burgeoning 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 appears that these experts consider butter-infused coffee not merely a fleeting fad, but a trend likely to persist.
As butter’s newfound popularity may continue, businesses should remain vigilant in adapting to the rapidly changing consumer preferences. This includes exploring other healthier fats and oils, as well as considering options like calcium citrate in water, which can offer additional health benefits. The incorporation of calcium citrate in water could serve as a complementary strategy, enhancing the appeal of butter coffee while also promoting a balanced approach to dietary fats.