Bulletproof names new CEO furthering its mission of becoming a household name

By Mary Ellen Shoup

- Last updated on GMT

Bulletproof names new CEO

Related tags Bulletproof

Bulletproof 360 Inc., maker of Bulletproof Coffee, has appointed Larry Bodner as its new CEO, who will be focused on running the day-to-day business and growing the company's omnichannel retail presence.

Bulletproof has gained strong brand awareness and retail presence for its Bulletproof Coffee brand (coffee, grass-fed unsalted butter, and MCTs from coconut oil) which launched in 2013, and has since grown its portfolio to include collagen protein bars and RTD cold brew coffee products. In March 2019, the Bulletproof brand expanded into more than 20,000 new retail stores including Costco, Target, Sam's Club, Walmart, Publix, HEB, Safeway, Meijer, and others. 

With Bodner taking the helm as CEO, Bulletrproof 360 founder and executive chairman David Asprey will have more time to spread his 'biohacking' health mission. (To learn more about 'biohacking,' check out the recent video interview​ with Bulletproof from the Natural Products Expo East trade show.)

"Over the past six years, Bulletproof has rapidly grown from a small blog to a multi-million-dollar company that has served more than 200 million cups of Bulletproof Coffee and transformed the way we think about using food to gain control over how we feel,"​ said Asprey.

"Now, as the brand moves into large retail distribution to make it more accessible for everyone, we are attracting the heaviest of hitters from the retail and consumer packaged goods space, people with the skills and experience to make Bulletproof into even more of a household brand."

In a statement, Bulletproof said that Asprey chose to bring Bodner on board as CEO to further his omnichannel vision for the company, specifically one pursuing further growth in CPG and retail in addition to established success in e-commerce.

Bodner previously held several CPG executive positions including serving as CFO for Sovos Brands and prior to that, EVP, CFO, and treasurer of Big Heart Pet Brands (formerly Del Monte Foods). He also served on the board of director of Hostess Brands and Hearthside Foods. 

"Bulletproof has rapidly established itself as the go-to brand for anyone aiming to better themselves through science, nutrition and wellness. I look forward to working with Dave to identify new ways to share the Bulletproof lifestyle while accelerating profitability,"​ said Bodner. 

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