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.
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.
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