Bulletproof 360 Inc., the lifestyle company whose signature product is the brain-boosting butter-infused Bulletproof Coffee, has secured another big round of funding and is fueling additional growth with two Amazon veterans.
Bellevue, Wash.,-based Bulletproof raised $40 million at the end of July in a Series C round led by CAVU Venture Partners. Trinity Ventures, an early Starbucks and Jamba Juice backer, and Silicon Valley Bank were also named as investors in a news release from the company.
Anna Collins, the Bulletproof COO who helped open Bulletproof’s first Seattle cafe in the city’s South Lake Union Neighborhood last fall, has been promoted to president. Collins spent about six years at Amazon, including a role as GM of Worldwide Prime Membership.
Bulletproof just hired another former Amazon employee who also worked on the Prime team. Jeff Hull spent almost seven years at the tech giant, most recently as a senior manager in Prime retention. He is Bulletproof’s new vice president of strategy and analytics.
“This round of funding is to expand Bulletproof’s better-for-you products to help people gain long-lasting energy, eliminate cravings and boost cognitive performance,” Bulletproof founder and CEO Dave Asprey said in the release. “As the Bulletproof mission advances, I’m delighted to welcome Jeff, an innovative leader who learned how to delight customers and scale businesses exponentially through his years at Amazon.”
Bulletproof offers a line of high-performance food, drinks and supplements, from its coffee that boasts grass-fed butter as an ingredient to its brain octain oil which promises its users more energy throughout the day.
Asprey — the high-energy tech veteran and best-selling author behind the brand — used a Samurai sword to cut the ribbon when his cafe opened in Seattle.
Bulletproof previously raised $19 million in May 2017 and $9 million in a Series A round. The total investment in the company is $68 million.