You can’t get much more mainstream than The Wall Street Journal. Thus, it seems to be official: buttery coffee has arrived. Better yet, it is introduced with the added fanfare of an amusing title:
The author sums up the butter coffee trend with this breezy intro:
Move over, milk and sugar.
The latest coffee craze involves adding gobs of butter and oil to your coffee. Popping up in coffee shops, grocery stores and diet books, the drinks are riding the popularity of the high-fat, low-carb “keto” diet fad, which encourages people to embrace fat in order to lose it. Fans say the beverages can satisfy like a meal, holding breakfast-skippers comfortably until lunchtime.
Now, we know that “gobs of butter and oil” in coffee aren’t really central to a healthy ketogenic diet. In fact, if you are trying to lose weight, butter in coffee may not be a great idea. Nonetheless, it was fun to see keto get some positive press:
The high-fat products have dovetailed with growing interest in the ketogenic diet, a high-fat, low-carb approach. It’s the latest in a long line of carb-restricting plans, but past low-carb dieting influenced by Atkins, South Beach and others focused more on replacing carbs with protein than with fat….
Six percent of consumers said they followed a keto diet in the past year — twice the amount for paleo and vegan diets, according to a survey of 3,000 respondents conducted earlier this year by Innova Market Insights. ‘That is huge,’ says Lu Ann Williams, Innova’s director of innovation.
In spite of the presence of all the cursory caveats about keto we have come to expect that are indeed present in this article — “it’s a fad”; “it’s unsustainable”; “it’s going to raise your ‘bad cholesterol'” — let’s enjoy this otherwise keto-positive moment.