Dave Asprey’s Bulletproof Rebrands As Demand For Health Optimizing Products Hits A High


SEATTLE, United States — Dave Asprey’s energy-boosting coffee and lifestyle brand Bulletproof 360 has undergone a rebrand as consumer demand for health optimizing products hits an all-time high.

The company, which launched in 2013, has also released two new food and beverage offerings: a cold brew latte and a collagen protein bar.

With almost a third of consumers surveyed in a recent report from Hartman Group, saying they’re consuming more supplements (31%), functional foods or functional beverages (29%) this year – as they look to boost their health amid the pandemic – Bulletproof believes it is uniquely positioned to address this heightened interest. 

In response, it has doubled down on developing functional nutrition products that feature science-backed, high-quality ingredients, with a recent $13 million investment round supporting its new strategy. The round, which took place in September, led by Beliv, Rocana Ventures and existing investors CAVU Venture Partners and Trinity Ventures, will also facilitate the expansion of its omnichannel presence.

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“We’re poised to capture the market opportunity,” commented Bulletproof CEO Larry Bodner, who also revealed the brand’s plans to continue expanding its portfolio of products to capture a wider consumer audience.

While Carlos Sluman, founder and partner at Beliv, explained: “We have been tracking the progress of Bulletproof and believe they are ideally positioned to meet consumer needs for truly differentiated mind-body supplement, food and beverage products.”

However, despite Bulletproof’s early mover advantage, with competition hotting up in the space, particularly within the immunity-boosting, collagen and natural energy categories, the brand has also turned its attention to its packaging and design.

To help it stand out from competitors such as Unilever-acquired Vital Proteins and Liquid I.V, Ancient Nutrition and Health Warrior, it has unveiled new packaging which highlights specific product benefits, as well as boasting a more distinctive and modern look.

The goal is to attract new health-minded consumers who haven’t engaged with the brand before, as well as making it easier for existing customers to navigate its product portfolio in a more meaningful and relevant way.

“Our consumers view food and beverages as the fuel for their mind and body — so they can feel and perform their best each day.  Our new packaging really pops at shelf, with an emphasis on the brand logo and highlights the key product benefits to help guide our consumers in selecting the right product to support their healthy lifestyles,” explained Federico Troiani, Vice President of Growth for Bulletproof. 

With the Bulletproof portfolio of products now spanning existing and emerging consumer needs — from immunity and stress relief solutions to self-care and energy-boosting products — it believes it’s strongly positioned for long-term success, regardless of COVID’s complexities.


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