Bulletproof Rebrands Without Focusing on Mold and Toxicity
Briefly

Bulletproof Rebrands Without Focusing on Mold and Toxicity
"Bulletproof, once known for its emphasis on coffee mold, has rebranded to 'Coffee that lifts you up,' marking a significant shift in its marketing strategy."
"Under new ownership by Bia Foods, Bulletproof's recent rebranding signals a departure from its founder's controversial mold-related messaging, reflecting a new optimism in its marketing."
In 2025, Bulletproof rebranded with a new logo and slogan, moving away from founder Dave Asprey's former narrative about mold in coffee. The company, which transitioned to Bia Foods, aims for a more uplifting marketing message. This change comes after years of growth, $69 million in investments, and the closure of its cafes. The rebranding signifies not just a shift in messaging but also a strategic pivot without mentioning Asprey, who has since launched his own coffee company with a focus on similar issues regarding mycotoxins.
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