Bulletproof Announces Brand Refresh, New Cold Brew Line

Bulletproof 360 is launching redesigned packaging and a new line of cold brew lattes as the company targets nationwide, omnichannel retail expansion.

The new packaging is aimed at streamlining the brand’s look and feel across all products, including beverages, food and supplements. According to Bulletproof VP of growth Federico Troiani, the new design is aimed at helping the brand stick out on shelf in retail, noting that as the company expands beyond ecommerce, packaging is becoming more important in attracting new consumers.

“Before, the product name was the first thing you saw and the brand second,” Troiani said. “Now we’re seeking to make sure that the brand is really the first thing you see on our designs and as we become more omnichannel you will see our brand expanding into new categories.”

The move comes one month after Bulletproof announced a $13 million capital raise broadly intended to support the omnichannel push. Talking to BevNET in September, Bulletproof CEO Larry Bodner hinted at the rebranding efforts and noted that the company will also roll out new innovations that take the brand into “adjacent” categories by January.

In addition to the visual refresh, Bulletproof will also drop its current line of ready-to-drink cold brew coffees, available in 11.1 oz. Tetra Pak cartons, in favor of a new line of canned cold brew lattes. Each flavor in the new line — Original, Dark Chocolate and Vanilla — contains no sugar, 8 grams of collagen protein, grass-fed butter and MCT oil. The line will retail for $2.99 per 8 oz. can and is also available in 4-packs. The drinks are also now available direct-to-consumer on the brand’s website.

According to Troiani, the new coffees are intended to better meet grab-and-go energy occasions. He compared the old Tetra Pak line to meal replacement drinks, noting many consumers were turned off by the high calorie content, and the new smaller serving sizes will allow the drinks to better fit into shoppers’ daily habits. He noted that consumer feedback found many Bulletproof drinkers would not finish each carton and were left unsatisfied by the product as a result. Additionally, Troiani called cans a “product form that is a frame of reference” in the coffee category, allowing Bulletproof to better fit into the cold brew set in retail.

Troiani called coffee a “critical” piece of Bulletproof’s overall portfolio and a key trial driver, Focusing on the new line is a “high priority” for the brand, he said.

Bulletproof is also making changes to its collagen protein bar line, which now features Double Chocolate, Vanilla Cookie and Coconut flavors. Each bar contains 7 grams of protein, 1 gram of sugar and including collagen protein, cashew butter and MCT oil. The bars are available in Whole Foods Market locations for $2.99 each and will launch online in the coming weeks.

In recent months, Bulletproof has expanded into retailers including Kroger, Publix, Walmart, Albertsons/Safeway and CVS. Though ecommerce continues to play a significant role in the brand’s strategy (online sales have increased considerably during the COVID-19 pandemic with a rise in at-home consumption), Troiani said targeting traditional mainstream retailers is a pivotal part of Bulletproof’s expansion plan.

The new products and brand refresh will be backed by a robust marketing program, which includes digital ads that will message around the idea of consumers “unleashing their limitless potential.” While Bulletproof has long cultivated an identity as a lifestyle brand — built around the keto-adjacent diet championed by its founder and former CEO Dave Asprey — Troiani said the company is seeking to show consumers that the brand is “more than just a diet.”

“Our approach is that we can help you achieve whatever goal you have in your wellness journey,” he said. “We don’t believe that this is a one-size fits all approach to nutrition, and that’s where we are targeting consumers that truly see food as fuel.”