Remember Bulletproof coffee , the ubiquitous food trend that had everybody putting butter and oil in their coffee (or talking about it ) in the hope it would give their brains seemingly superhuman energy and concentration?

While these health claims have been contested by some health professionals, it didn't stop Dave Asprey, the guy who turned his experience with yak butter tea in Tibet into an expanding fitness and nutrition brand, from announcing his next trick: manufacturing a bottled water purporting to have similar cognitive benefits.