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Daily Mirror
02-08-2025
- Health
- Daily Mirror
Brits 'ditching coffee' for 'bizarre' caffeine-free health drink
Brits are swapping flat whiles for mushroom coffees - but what's really in the fungi brew, experts warn the wellness buzz may be more about the 'clean' branding than proven health benefits. Mushroom coffee has become the latest trend, packaged in pastel tins and praised by people for its supposed 'clean energy.' Behind the buzz, mushroom coffee has become a booming industry, now worth over £2.5 billion globally, according to Power Brands and it's not just wellness girls jumping on the fungi wave - UK cafés, legacy supermarkets and big-name online brands are all cashing in. But while people are ditching their flat whites, many customers don't understand what they're sipping and mushroom coffee makes its way from niche wellness trend to supermarket shelves, we've put together all you need to know. It comes after a man claimed 'I lost 10st in a year without jabs, surgery or going to the gym'. READ MORE: 'Painless' hair removal device that works in 'weeks' and saves on waxing is £140 off Mushroom coffee blends are typically made from ground coffee mixed with powdered medicinal mushrooms like lion's mane, chaga, reishi or cordyceps and are classed as 'functional mushrooms.' - 'It's important to remember that functional mushrooms aren't regulated like medicine. Some brands include such small amounts of active ingredients that the effects are negligible.' says Branding Expert, Darin Ezra from Power Brands. They promise smoother energy, sharper focus, and less of that caffeine crash; we all dread. Some blends are totally caffeine-free, while others include espresso or instant coffee and people are calling it the wellness world 's answer to overstimulation. What people often get wrong It's not psychedelic Despite the name, mushroom coffee contains no hallucinogenic compounds. It's made with functional mushrooms long used in traditional medicine. That said, the branding can confuse consumers, especially younger ones looking for a mind-altering twist. It's not always caffeine-free While some blends are promoted as alternatives to coffee, many mushroom drinks still contain caffeine. Always check the label. Otherwise, that promised 'calm focus' might still come with the jitters. It's expensive Premium mushroom coffees often cost twice as much as regular coffee, with price tags reflecting perceived wellness value rather than proven results. Packaging plays a huge role here, especially in Instagrammable tins and TikTok-ready sachets. It's not a magic bullet Studies suggest that lion's mane may improve cognitive function and reishi may support immunity, but the evidence is still emerging. Many products use buzzwords that overpromise benefits not yet backed by robust clinical trials. Why is it trending now? Between burnout culture, sober-curious living, and the rise of self-care routines there is a shift in how we drink, shop, and manage stress and mushroom coffee seems to be the answer. Curious meets wellness culture With more Gen Z consumers avoiding alcohol and looking to wellness for daily rituals, mushroom coffee is positioned as a health-positive substitute. It's marketed like a modern tea ceremony: spiritual, sleek, and self-optimising. Aesthetically "clean" TikTok-friendly packaging, pastel powders, and buzzwords like nootropic, clean energy, and biohack appeal to younger audiences. This demographic values transparency, minimalism, and mental health, and brands are tailoring their messaging accordingly. Eco and ethical positioning Many mushroom brands position themselves as sustainable and cruelty-free, aligning with Gen Z values around ethical consumption and plant-based alternatives. Is it actually worth it? According to Branding Expert Darin Ezra from Power Brands, mushroom coffee isn't just a drink - it's a lifestyle brand in disguise. 'Mushroom coffee isn't harmful, and in some cases, it may offer benefits. But it's also a masterclass in branding: selling calm, focus, and 'clean energy' to a generation overwhelmed by modern life. As always, consumers should read the fine print before buying into the buzz,' says Darin Ezra 'Consumers today, especially Gen Z, are buying more than just ingredients; they're buying identity. Functional coffee blends play into self-improvement narratives while offering the illusion of control over stress, energy, and productivity.' she adds 'This category thrives on the language of biohacking, and many mushroom coffee brands market themselves as science-backed, even if the research is preliminary. What makes them successful is the packaging and social proof: wellness influencers, TikTok reviews, and sleek visual branding.'
Scottish Sun
09-07-2025
- Business
- Scottish Sun
Morrisons rolling out ‘revolutionary' new tool that will speed up grocery shopping for customers
Experts say the new tool could become "second nature" just like self-checkouts ALL CHANGE Morrisons rolling out 'revolutionary' new tool that will speed up grocery shopping for customers Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) MORRISONS has launched a new AI tool that will help customers find items quicker in store. The Product Finder feature has been added to the supermarket's More app. Sign up for Scottish Sun newsletter Sign up 1 The innovative new AI feature is available on the Morrisons More app now Shoppers can type in what they're looking for and the app will then tell them which aisle it's in and its precise location. You don't have to type in the exact product - it can give you a range of options if you type something like "mango smoothie". It also gives you some detail on how to find the exact product you want. For example, it might say: "With your back to the checkouts this can be found near the end of aisle 2, on the left-hand side." The feature has been built using Google's Gemini AI models. However it was developed by Morrisons' in-house data science team because of concerns about third-party vulnerabilities. Morrisons chief data officer Peter Laflin said the Product Finder is a "prime example of how we're leveraging technology to make shopping easier and more efficient for our customers". Meanwhile a Google Cloud spokesperson said the tool is a "perfect example of AI solving a common, everyday frustration – no more wandering aisles, no more endlessly searching for that one elusive item". Morrisons told The Sun the tool is not designed to replace shop workers. A spokesperson said it's instead aimed at freeing up their time to let them focus on providing customer service on the shop floor. Morrisons major shake-up Experts say the new tool will be revolutionary for shoppers. Darin Ezra, branding expert at Power Brands, says the feature could transform in-store shopping and be a "customer experience revolution". "For years, e-commerce has set the pace in convenience and personalisation," he said. "Brick-and-mortar retailers have struggled to compete, until now. This AI integration helps level the playing field." Jonny Murphy-Campbell, commercial director of Resolvable, said the tool will be especially helpful for more vulnerable customers. "Supermarkets can be overwhelming - especially for people in a rush, shopping with kids, folks who are neurodivergent, or those who are unfamiliar with the layout," he said. He added it could become "second nature" to use it, just like self-checkouts and scan-as-you-shop tools have become. Data concerns With any new technology like this being rolled out there will always be concerns about shoppers' privacy and how their data is used. Ezra says there could be "valid" concerns about surveillance or misuse of location data, so Morrisons should be transparent about what data is collected and how it's used. Murphy-Campbell says: "The big question is what's being tracked. If it's anonymous and purely functional (i.e., "help me find rice noodles"), there's not a great deal to be concerned about." The difference will be if the supermarket is collecting data on loyalty cards or personal profiles. Marty Bauer, retail and ecommerce expert at Omnisend, said: "If AI tools track your movement around the store and your preferences for certain items, retailers — and tech partners like Google — could build detailed behavioural profiles. "These would be even more powerful than what currently exists with loyalty cards like Nectar and Clubcard. "Some reassurance from Morrisons about how the data is used could go a long way towards maintaining trust in the shopping experience."
