Bulletproof Launches First RTD Coffee

Bulletproof, the startup best known for developing brain-fueling butter coffees, announced yesterday that it is launching a ready-to-drink version of its signature butter coffee exclusively at Whole Foods nationwide, marking the company’s expansion from its existing ground coffee and cafe business into the bottled coffee market.

Bulletproof Coffee, available in 11 oz. Tetra Pak packaging, is launching in four SKUs: Original, Vanilla, Mocha, and Original + Collagen Protein. Each variety contains cold brew coffee made from Bulletproof’s proprietary bean blend, grass-fed butter, and the company’s signature Brain Octane oil, which is a refined form of medium chain triglyceride oil (MCT). The product has an SRP of $4.99 per unit.

Speaking to BevNET Thursday, Bulletproof COO Anna Collins said the grab-and-go line was long in the works, but released ahead of what was originally expected for the company’s entry into the sector. While Bulletproof remains a small company, the brand’s growth has been driven by a niche audience of consumers seeking specialized diets and healthy energy.

“We had a high bar for whether it was going to taste great, and if it was going to present well, and have the kind of performance and mouth feel that would make it equal to or better than the Bulletproof coffee that you would get at one of our cafes,” Collins said.

In May, the company closes a $19 million Series B funding round led by CAVU Venture Partners and Trinity Ventures. According to Collins, the funding helped go toward scaling the company and developing the RTD line, in addition to future products currently in the innovation pipeline. The funding also helped grow distribution in natural grocery and improve its e-commerce capabilities.

Because butter coffee remains an obscure diet trend, Bulletproof will drive trial through an aggressive and widespread in-store demoing campaign.

“We are going to be demoing the heck out of it in Whole Foods Markets,” Collins said. “You’re going to see us everywhere. It is a mac daddy demo plan.”

According to Collins, the company’s built-in and loyal customer base will help drive sales. In addition to demoing, the company has developed an advertising campaign that will launch once the beverages are fully on the shelf this fall.

“Everybody wants sustained higher energy and to not be hungry,” Collins said. “I think that recognizes everybody. You don’t need to understand [the keto diet].”

Bulletproof coffee has previously been available as a hot drink at Whole Foods’ Allegro Coffee Bars in the South Pacific and Northeast regions. In addition to Whole Foods, the RTD line is available for sale at Bulletproof’s online store.