Dave Asprey, the man famous for fostering Silicon Valley execs to set butter in his special combination of coffee, has raised another $19 million to keep on doing just that.
His company and lifestyle brand Bulletproof 360 claims to construct coffee free of something called mycotoxins, which is, basically, moldand can construct you very ill if absorbed. Asprey says about 75 percent of other brands are full of these mycotoxins and they are affecting the brains and bodies of Americas leaders. But for $18.95 you can get a bag of Aspreys Upgraded blend of zero mycotoxins coffee.
But that claim doesnt seem to hold up. Mycotoxins are in a lot of things, including meat, grains, coffee and a bunch of other foodstuffs and are most certainly harmful in large quantities. However, most every coffee company in “the worlds” is aware of thiscancer-causing moldand manyuse wet processing to clean the beans for that reason. Bulletproof says thats not sufficient and that it has some extra special technique, but despite whatever that is, somehave claimed to have found below threshold levels of mycotoxins in Aspreyscoffee anyway.
Also, according to a National Institutes of Health studyAmericans who drank more than four cups of coffee a day were found to have well below whats considered safe high levels of mycotoxins. Levels were so low after the normal coffee bean roasting process the NIH discontinued such studies so it doesnt seem like this should be a big concern for coffee alcoholics anyway.
As for dissecting the other allegations, like a special fat that makes you thin and reduces your cholesterol or that grass-fed butter has health benefits for your brain would make for a much longer post. However, the issue is some preliminary indication thatmedium-chain triglycerides do help with weight loss.
Theres likewise something to be said for constructing a loyal following and a solid sales pipelinein the health and wellness field something not everyone can do in such a crowded space. And Aspreys own backstory lends to his credibility here. The boy lost about a 100 pounds after spending$ 1 million of his own money in trial and error hacking his own torso. But truly, anyone who can sell something called FATwater( literally water with fat in it) deserves a award in the sales corridor of fame.
While we dont know the year-over-year sales figures, Bulletproof seems to have donewell enough at least to persuade VCs to handover more money. CAVU Venture Partners resulted the round, along with previous investor Trinity Ventures( which likewise, incidentally, are used in Starbucks ). Bulletproof previously took in$ 9 million in Series A, brought forward by the total funding to date to $28 million.
Asprey, who simply released his latest book, titled HEAD STRONG, likewise plans to expand to more retail stores this year, starting in New York City. His two existing Bulletproof Cafs are in Southern California.
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