New year, no carbs: Keto brands see a January boost

How the “fresh start” mindset impacts interest in keto-friendly food products

Magic Spoon, Photo: Thingtesting


In 2009, a recipe was posted on a Silicon Valley biohacker’s blog that would set a movement in motion. It was David Asprey’s instructions for making “bulletproof coffee”, a fattening drink that contains two tablespoons each of butter and oil, and that takes the place of breakfast.

David, whose ambition is to live to be 180 years old, said it could help you lose weight: he was following the keto diet, where carbs are restricted to no more than 50g per day.

Originally developed 100 years ago as a treatment for epilepsy, the publication of the bulletproof coffee recipe is thought to be the beginning of its modern-day popularity. Bulletproof 360 is now a fully-fledged food and drink business (although David Asprey stepped away in 2019), that competes alongside a number of businesses selling keto-friendly foods, drinks and supplements. According to market research firm Insight Partners, the global market for these products reached $9.7bn in 2018, and is expected to hit $15.6bn by 2027. And, according to Glimpse, a trend forecasting company that analyses data from search and social media platforms, these brands see a huge spike of interest every January, as consumers look for ways to get the year off on the right foot.

Source: Glimpse

Things have come a long way since David Asprey published his just-add-butter coffee recipe: modern brands that are selling keto-friendly snacking products today are now touting health benefits and natural ingredients (perhaps in a bid to reform the diet’s reputation of not being particularly good for health), as well as bringing plenty of influencers on board to help them shift their products.

What is Thingtesting?

Thingtesting is a database of internet-born brands. We’re building the un-sponsored corner of the internet where consumers can come together to talk honestly about new things. Read more about Thingtesting here.

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