Bulletproof 360, the US manufacturer behind Bulletproof cold brew coffee, has appointed Larry Bodner as its new CEO, effective from 1 October 2019. The appointment follows the decision of founder Dave Asprey to step down from his role as CEO.
Asprey will continue to serve as founder and executive chairman, promoting and developing the Bulletproof brand within the health and wellness space. Bodner will work alongside Asprey and will also serve as a member of the board of directors.
According to Asprey, Bodner will help retain his vision for the brand as an omnichannel company, as it attempts to grow a bigger presence in the retail space.
Prior positions have provided Bodner with nearly 30 years of executive leadership experience in retail and the consumer packaged goods sector, with a strong background in finance and strategic planning.
Most recently, Bodner has held the position of CFO for Sovos Brands, a portfolio of food and beverage brands. Bodner has also served as executive vice-president of the former Del Monte Foods and has held senior financial positions at the Walt Disney Company as well as Procter & Gamble.
“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 founder Dave Asprey.
He added: “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.”
Larry Bodner, CEO-designate said: “The opportunity to continue growing this incredible company could not come at a better time personally and professionally.
“My passion to live an excellent and healthy life makes the challenge of growing Bulletproof’s omnichannel presence that much more exciting. I look forward to working with Dave to identify new ways to share the Bulletproof lifestyle while accelerating profitability.”
The US brand also produces collagen protein bars and a line of performance-enhancing food and beverage products.
© FoodBev Media Ltd 2020