Grass Fed Coffee is a ready to drink beverage that features cold-brew coffee, butter made with milk from grass fed cows, MCT oil, chicory, and Himalayan salt as its key ingredients. Previously packaged in a can, the product has recently launched an 11 oz. Tetra Pak carton with a resealable cap.

The flavor of the product is bold, but smooth, with the butter adding both texture and flavor to the coffee. The fat from it leaves a coating in your mouth, which is different from regular coffee but not abnormal for butter coffee. There are also notes of the chicory and salt, while xylitol is used to add additional sweetness to the product.

One thing that isn’t super present in the flavor profile is the cold brew coffee itself. While you can definitely taste the coffee, the standard benefits of cold-brew (the less bitter, smoother flavor) aren’t really present due to the strength of the butter’s flavor and texture. We nevertheless don’t really see much downside to this, aside from if the consumer is picking this up expecting something that’s a bit more coffee forward than it is.

On the packaging and positioning end of things, Grass Fed Coffee appears to be after athletes and consumers that are into the keto diet. However, this didn’t feel overly obvious in either the design or messaging that’s found on the package.

Instead, the graphics and messaging try to tell a story that butter coffee has been around for a long time (there’s a graphic showing the evolution of man and text that says “Est. (about) 142,000 years ago”). We’re not quite sure what this is going for and it seems to take the consumer’s mind away from the quality, flavor, or benefits of the product.

Lastly, we question whether or not “Grass Fed Coffee” can be developed into a strong brand since it sounds more like a description of a product rather than a name for one.

All in all, we like the concept of a shelf stable cold-brew coffee with butter and MCT oil and, concerns about the branding aside, we think Grass Fed Coffee has done a pretty nice job with the execution of the product.