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Tremella ’Snow mushroom’: Benefits for hair, skin and nails Shitake: Immunity booster, skin enhancement Reishi: Stress and anxiety relief, immunity booster Maitake ’Hen of the woods’: Immunity booster, anti-inflammatory Lion’s mane: Concentration, focus, cognitive function Here are some of the more common fungi and what they are known for, according to experts:Ĭhaga: Immunity balancer, anti-inflammatory There are many mushrooms that possess their own ’superpowers’. The beverages will also be available at Sprouts Farmers Market stores beginning May 17 and can be purchased online. It is hoping the product will achieve national Whole Foods distribution like its kombucha drinks. Rowdy Mermaid debuted in Whole Foods in the Rocky Mountain region last week. Each contains high concentrations of beta-glucans derived from reishi mushrooms, without actually tasting like mushrooms – so you don’t need to be a mycophile to enjoy. It has created a line of four ‘adaptonics’: strawberry holy basil, chamomile lime, ashwagandha blackberry and matcha vizu. Rowdy Mermaid, which launched its mushroom-based line on March 31, is taking a different approach. Additionally, the brand will be hosting pop-up experiential retail opportunities in key cities throughout the summer. It can also be found at select natural retailers in parts of California and New York as well as Chicago, Dallas and Washington, DC. Its optimistic tagline: “The future is fungi.”Įarth and Star is sold direct-to-consumer and will be available on Amazon within the month. There’s nothing more convenient than cracking open a can,” says Sakoutis. Now we’re putting them in a format that’s very convenient. “Functional mushrooms have been around for a millennium, but they had been very fringe. “It tastes great, and people don’t have to step outside of their daily routines to reap the benefits.”Įarth and Star comes in four flavors – black, cacao, matcha and turmeric – and offers a ‘true therapeutic dose’ of 2000 milligrams of functional mushrooms including chaga, cordyceps, lion’s mane and reishi (see the sidebar for more on mushroom functionalities). That’s why we started with canned lattes and coffee,” says Sakoutis. “We’re focusing on habits people already have, versus creating new ones. The brand’s strategy isn’t to create a new category but rather to enhance an existing one. Now they’re touting their coffee as ‘everyday adaptogens’. They’ve succeeded in beverages before, having sold their cold-pressed juice product, BluePrint, to Hain Celestial. As long as you aren’t saying it’s going to cure cancer, you can make claims like, ‘It assists with anxiety and reduces inflammation.’”Įarth and Star co-founders Zoe Sakoutis and Erica Huss are hoping to repeat history. Mushrooms are generally recognized as safe under FDA guidelines. They don’t have the same regulatory overhang. “What got mushrooms quickly moving up the chain is the fact they get around a lot of the hurdles you see with CBD. It’s a functional beverage gold rush,” says Duane Stanford, editor of Beverage Digest. CBD beverages – the sale and use of which have been legal in all US states since 2018 – have proven especially popular for consumers looking to take the edge off, with Recess sparkling water, Kickback lemonade and Mary Joe Coffee all arriving on the scene. As the US accelerates the legalization of marijuana, cannabis brands have been experimenting with delivery mechanisms including candy, cookies and drinks. Meanwhile, other new categories, like nootropics (Breinfuel, Goat Fuel by Jerry Rice) and a flurry of low- and zero-alcoholic brands (such as Seedlip and Kin), have exploded on to the scene as well.Īnd then there is the coming of cannabis-infused beverages. That’s why you’re now seeing mushroom beverages now available from Califia Farms, Curious Elixirs, Earth and Star, Four Sigmatic, FreshCap, Health-Ade, Rebbl, Rowdy Mermaid and Woke Up energy shot, with many more likely on the horizon. The goal for most beverage upstarts: score a hit and get bought. They hope their concoctions will catch not only consumers’ eyes, but also those of Coca-Cola and PepsiCo. Many colorful entrepreneurs, and their investors, are looking to be the next Vita Coco, Vitaminwater or Red Bull. The beverage marketplace, known for wild experimentation, is the midst of an innovation renaissance. Beverages, in particular, may prove to be an area of rapid growth.
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