Bulletproof, a brand known for its functional coffee products, is shifting its strategy under new ownership. After exploring various niche categories aimed at biohackers, the company is now concentrating on its core coffee offerings to attract a wider consumer base.
This move marks a return to the brand’s original product line, with the goal of scaling beyond its previous specialized audience. By emphasizing functional coffee, Bulletproof aims to strengthen its position in the mainstream market.
**Why this matters**
The decision to streamline product focus reflects a broader trend of wellness brands seeking sustainable growth by appealing to larger audiences. Bulletproof’s renewed emphasis on functional coffee could enhance its competitiveness and drive increased consumer adoption in a crowded market.
Source: NewsData