Biohacking, Brain Fuel, and Big Promises

From Silicon Valley to your morning routine: why one ‘superdrink’ became a cult favourite and what it really does for your brain

If you’ve spent any time exploring wellness, longevity, or biohacking, you’ve likely encountered Bulletproof Coffee (sometimes called butter or keto coffee).

The idea is simple: blend coffee with grass-fed butter (or ghee) and MCT oil to create a creamy, calorie-dense drink designed to fuel the brain, promote fat-burning, and sustain energy levels throughout the morning.

For those of us who can’t stomach breakfast upon waking or prefer a slow start to the day, it sounds like an excellent idea. But is Bulletproof Coffee a real brain hack, or just another wellness trend wrapped in premium branding? And more importantly, how often do we buy into what health and longevity gurus tell us without questioning their claims?

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The Rise of Bulletproof Coffee (and the Business Behind It)

Bulletproof Coffee was popularised by Dave Asprey, the self-proclaimed “Father of Biohacking,” who built an entire brand around it. Asprey’s journey started after he discovered a Tibetan butter tea while trekking in the Himalayas. Inspired by the sustained energy he felt, he refined the idea into a product, one that soon became a multi-million-dollar business.

Asprey’s connection to Mindvalley (where I trained as a Mindvalley Coach in 2023) contributed to further embedding Bulletproof Coffee into the world of high-performance living. And that’s how I learned about it.

Mindvalley is known for bringing together thought leaders in personal growth, longevity, and biohacking.

Figures like Ben Greenfield, Andrew Huberman, Peter Attia, and Mark Hyman also contribute to this space, blending scientific insights with commercial offerings. They provide valuable knowledge, but they’re also running businesses.

Which begs the question: how much of what we consume in wellness is about real science, and how much is about selling us something?

The irony of a coach writing about this doesn’t escape me, in case you were wondering. But the question remains valid.

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The Science Behind Bulletproof Coffee

The logic of Bulletproof Coffee is based on the combined effects of caffeine, healthy fats, and ketosis:

• Caffeine: Enhances focus, alertness, and cognitive function (Haskell-Ramsay et al., 2018).

• MCT Oil: Medium-chain triglycerides convert rapidly into ketones, providing an alternative brain fuel especially in ageing populations (Cunnane et al., 2016)¹.

• Grass-Fed Butter or Ghee: Contains fat-soluble vitamins and may help sustain energy levels.

Some studies suggest ketones from MCT oil can support cognitive function, particularly in ageing brains (Fortier et al., 2019)².

The fat content slows caffeine absorption, leading to a steadier energy boost without the typical crash. For those on a ketogenic or low-carb diet, it aligns well with their nutritional strategy.

The Downsides: Is It for Everyone?

Despite its benefits, Bulletproof Coffee isn’t for everyone. Some concerns include:

• Caloric Load: One serving can exceed 300 calories without much nutritional diversity. If you’re replacing a balanced breakfast with just fat and caffeine, you might be missing out on essential nutrients.

• Digestive Issues: MCT oil can cause stomach discomfort if consumed in high amounts, especially for those new to it.

• Long-Term Health Effects: While occasional high-fat coffee is unlikely to harm, regularly consuming large amounts of saturated fat (even from quality sources) may not be ideal for everyone’s cardiovascular health.

• Not Ideal for All Lifestyles: If you’re highly active, relying solely on fat for breakfast might not provide the optimal fuel mix for muscle recovery and sustained energy.

I personally don’t worry much about those concerns. I follow the recipe to a T, most of the time I skip the butter and only add MCT oil.

The caloric load and amount of saturated fat consumed shouldn’t be a problem if your diet is otherwise balanced.

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Critical Thinking in the Wellness Industry

Bulletproof Coffee is just one example of how wellness trends spread, often supported by compelling narratives, personal anecdotes, and selective science. Asprey himself has claimed he wants to “live to 180” through biohacking. Whether realistic or not, it’s an attractive idea that sells books, courses, and supplements.

Other wellness figures have followed similar paths:

• Tim Ferriss, known for his experiments in optimising performance, promotes fasting and supplementation.

• Dr. Peter Attia advocates for longevity through strict lifestyle interventions.

• Andrew Huberman translates neuroscience into daily habits but also has sponsorships and supplement partnerships.

• Ben Greenfield takes biohacking to extremes, experimenting with everything from light therapy to nootropics.

Are these experts wrong? Not necessarily. Many of them provide valuable insights grounded in research.

But their advice is often tied to commercial interests, and it’s worth questioning whether every product or protocol they recommend is necessary, or just another revenue stream.

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Brain-Boosting Alternatives to Bulletproof Coffee

If you love Bulletproof Coffee, there’s no harm in making it part of your routine. But if you’re looking for other brain-friendly breakfast options, consider:

• Protein-Rich Smoothies: A mix of protein, healthy fats, and fibre supports cognitive function and stabilises blood sugar.

• Chia Pudding with Nuts & Berries: Provides omega-3s, antioxidants, and sustained energy.

• Matcha with Coconut Milk or Almond Milk & Collagen: Offers a gentler caffeine boost with additional amino acids for brain health.

• Turmeric Latte (Golden Milk): Anti-inflammatory benefits with a warming, grounding effect.

• Greek Yoghurt with Seeds & Dark Chocolate: A combination of probiotics, healthy fats, and polyphenols for gut and brain health. This is my personal favourite, with blueberries and walnuts.

The Takeaway: Think Before You Buy (or Blend)

Bulletproof Coffee isn’t a scam, it has its benefits, especially for those who struggle with breakfast or want a keto-friendly energy boost. But it’s also a product, popularised by a business-savvy entrepreneur who turned a simple concept into a multimillion-dollar brand.

Wellness and longevity experts, from Dave Asprey to Andrew Huberman, have valuable insights to share. But they’re also selling something, just like anyone in the industry (myself included).

That doesn’t mean they should be dismissed, but it does mean we should approach every new trend with curiosity and critical thinking.

Before adopting any wellness habit, ask yourself:

• Is this backed by solid research or just anecdotal evidence?

• Does it fit my personal health needs and lifestyle?

• Am I buying into marketing more than science?

• Is there a simpler, more balanced alternative?

No single food, drink, or supplement will unlock perfect brain health.

But understanding what fuels you best, and questioning every new wellness trend before investing time, money, or energy, might be the real biohack we all need.

1. Can Ketones Help Rescue Brain Fuel Supply in Later Life? Implications for Alzheimer’s Disease, Cunnane et al., Frontiers in Molecular Neuroscience, 2018.

2. A ketogenic drink improves brain energy and some measures of cognition in mild cognitive impairment, Fortier et al., Alzheimer's & Dementia published on behalf of Alzheimer's Association, 2019.