New Bulletproof coffee bags. Press release photo by Bulletproof.
After a meteoric rise in popularity through the 2010s fueled in part by a message from its founder that coffee has mold that makes you weak, Seattle-based coffee and lifestyle brand Bulletproof has rebranded in 2025 with a much sunnier refrain: “Coffee that lifts you up.”
The company announced its new look yesterday, including a new logo and packaging that will be featured on bags of Bulletproof coffees destined for consumers online or through grocery outlets such as Amazon/Whole Foods, Sprouts, Kroger and Target.
After its founding by tech investor and lifestyle celebrity Dave Asprey — often referred to as the “father of biohacking” — Bulletproof secured at least $69 million in private investments as of July 2018, becoming a nationwide direct-to-consumer brand and opening at least two Bulletproof cafes in California. Both cafes have since closed and Asprey stepped down as CEO in 2019.
The relaunch of the Bulletproof brand comes less than a year after it became part of Bia Foods, a group of two dozen food and beverage brands from throughout the Americas associated with multiple investment firms.
Other brands within the Bia portfolio include spice maker Badia, Costa Rican coffee roaster El Rey and U.S. food distributor Iberia Foods. The exact relationship between Bia Foods and Bulletproof has not been publicized, but the latter company has referred to it on its website as both as an acquisition and a “strategic alliance.”
Daily Coffee News stock photo.
In its announcement of the rebranding, Bulletproof did not mention Asprey, who in 2022 launched a separate coffee company called Danger Coffee, focusing on mineral additives and promoting a message that much of the world’s coffee is “covered with mold toxins.”
The promotion of “mycotoxins” as an enemy of the human body was previously a prominent message in Bulletproof company marketing, although the new Bulletproof brand makes no mention of mycotoxins or any sort of harmful “mold” on its homepage or product description pages.
[Editor’s note: The consensus in the scientific community appears to be that coffee does not contain toxic levels of mold that cause harm to humans, or that cause cancer.]
Yesterday’s announcement said the Bulletproof brand was entering its “next chapter,” evolving from its “biohacking roots to a modern coffee company focused on making wellness simple, delicious and accessible.”
“This rebrand is about more than just a new look; it’s a reflection of where we’re headed,” Andy van Ark, CCO of Bulletproof, said in the announcement. “We’ve evolved alongside our consumers, and today’s Bulletproof is focused on energizing and empowering consumers to own their day. We’re proud to create coffee that doesn’t just taste incredible, but supports the way people want to live by finding harmony between mind, body and spirit.”
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Nick Brown
Nick Brown is the editor of Daily Coffee News by Roast Magazine.
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