Latest news with #Dirtea
Forbes
2 hours ago
- Business
- Forbes
Meet Dirtea And The Brothers Brewing The Functional Mushroom Revolution
Dirtea founders and brothers Simon (L) and Andrew (R) Salter Super-successful serial entrepreneurs, brothers Simon and Andrew Salter – Andrew was a member of the Forbes 30 under 30 class of 2020 for the work of their Limelyte culture and innovation studio; unfortunately, older brother Simon aged out– suffered from a malady common to those in their profession: burnout. Looking for a safe, effective and natural solution, they discovered that functional mushrooms delivered the health and wellbeing benefits they were searching for. And being serial entrepreneurs, they were wired to bring their discovery to the world through a new venture – Dirtea – their first product-centric business. 'We started Dirtea because nothing we tried fixed the burnout issue, not coffee, not supplements, none of the wellness fads. Once we found mushrooms, we couldn't find a brand that we trusted or that spoke our language. So we built Dirtea to be trusted, to be potent, efficacious and the best functional mushroom products in the world in terms of quality,' Andrew explained. London-based Dirtea launched in 2016 and has made a big splash across the pond with its range of mushroom-infused coffee, matcha, chai and cacao blends, as well as powder supplements and gummies. Dirtea is carried in nearly 2,000 stores in the U.K., including Selfridge, Harrods, Boots, Planet Organic and SoulCycle and is offered in numerous coffee shops. A notable example is the Dirtea 'Feel Good Bar' in Selfridges London, which started as a pop-up but earned the right to become a full-time concession. While Dirtea is available to U.S. consumers via its website and Amazon, it's readying to launch the 'Shroom Boom' on this side of the pond. Starting this fall, Dirtea gummies will be featured in 750 Vitamin Shoppe stores nationwide. Physical stores serve a dual purpose. They are a platform to educate consumers about the health benefits of functional mushrooms and are a central hub to foster the Dirtea community, leveraging their experience launching the #FeelingNuts campaign against testicular cancer that went viral and the digital-concierge service Velocity Black, which was acquired by Capital One in 2023. For thousands of years, functional mushrooms have been used in traditional Chinese and India's Ayurveda medicine, but only recently has science caught up with the healing power of mushrooms. The number of scientific papers published on functional mushrooms has exploded since the turn of the century, according to the National Library of Medicine's database. In 2000, it catalogued 230 papers. In 2024, there were more than 1,100 papers recorded. All that scientific work proving the effectiveness of mushrooms to boost immunity, enhance cognitive function, reduce stress and give an energy boost has crossed over into the mainstream. Fortune Business Insights estimates the global functional mushroom market reached $31 billion in 2024, will grow to nearly $34 billion this year and top $60 billion by 2032 at a compound-annual-growth rate of 9%. However, it could grow faster if the brothers are as successful as past history suggests. In 2014, the brothers launched the #FeelingNuts campaign to educate men about the early warning signs of testicular cancer that went viral with a billion people, including numerous high-profile celebrities, behind it and that was spun off as a British television special. Dirtea offers the power-five functional mushrooms each targeting specific wellness and health benefits: And each Dirtea formula is fortified with a nutritional supplement to give an extra kick. For example, Chaga, Cordyceps and Reishi products come with vitamin B12 and Lion's Mane and Tremella delivers a dose of zinc. Dirtea's chief science officer, Dr. Tara Swart, renown neuroscientist who holds both an M.D. and a Ph.D., assures all products meet the highest clinical standards and guides development of new products. Beyond packing a health and wellbeing punch for consumers, the brothers know people have to experience the benefits to become Dirtea converts. That's where the Selfrigdes' Feel Good Bar and broadening distribution through branded experiences comes in. 'In business, we're known for building social movements and campaigns around consumer brands and causes as well,' Andrew said, adding, 'We've always leveraged entertainment and culture because we think that's the best way to build cult like followings.' For example, they just launched the first wellness nightclub pop-up experience in London, called the Dirtea Reset Club, that blends, education, sauna, music, culture into a healthy nightclub experience. 'We're giving people a chance to experience real dopamine so you wake up the next day feeling good, even better that before, not the fake kind you get spending time in a regular nightclub where you feel awful the morning after,' Simon shared. They have plans to take the Dirtea Reset Club on the road in New York and Los Angeles, 'It's a way to bring together a community,' Andrew said, noting that bringing people together into the Dirtea community is an essential part of the company's mission. Simon cites a study, also referenced in the 2023 U.S. Surgeon General's report 'Our Epidemic of Loneliness and Isolation,' that found loneliness and social isolation can have the same negative health effects as smoking up to 15 cigarettes a day, and its mortality impact is even greater than that associated with obesity and physical inactivity. 'Building community is our North Star and we want to give back to our community as much as they are giving to us as subscribers,' Simon continued. Dirtea thrives on its subscription business – what it calls the Dirtea Tribe. And to keep it building, the goal is to be more than just a wellness brand, but to make Dirtea a part of an individual's daily wellness ritual. 'Were not trying to be a wellness brand or a supplement. We're building a next generation of daily rituals that are powered by mushrooms, backed by science and designed for a culture running on empty,' Andrew explained. 'The reason why a brand like Dirtea can exist today is because everyone is running on empty. We've normalized burnout. We wake up with caffeine. We wind down with wine. We sleep with pills. It's a vicious cycle.' They see Dirtea as the way to break that vicious cycle and turn it into a virtuous circle for health and wellbeing. 'We're not here to biohack you. We're here to help you feel more like your best self,' he continued. Dirtea is backed by some heavy hitters. Roxie Nafousi, self-development coach and author of the best-selling Manifest: 7 Steps to Building Your Best Life, is an investor and brand ambassador, as is famed adventurer and television personality Bear Grylss. Grylss is an outspoken Christian, so I believe him when he says: 'I was a total convert. I had never felt that focus. I can genuinely hand on heart say that over the last year I've never felt so alive, so focused, happy and calm. But above all, I love what we stand for, bringing good health and natural healing to the masses.' Plus, Dirtea has partnerships with Stella McCartney, Barry's Bootcamp and Atis cosmetics brand, and the brothers have Benedict Cumberbatch, Idris Elba and Charlotte Tilbury, to name a few, on speed dial. 'We spent our careers building cultural moments and movements,' Andrew said, and the brothers brought that expertise to Dirtea. 'We're one of the leading wellness brands in the U.K. We've built a huge brand here now we're expanding globally and the U.S. market is, without a doubt, the biggest opportunity for us. 'Now with Vitamin Shoppe as our launch partner, we are ready to build the Dirtea movement online digitally and direct-to-consumer and soon we'll be the hallmark mushroom brand at Vitamin Shoppe,' he concluded.
The Sun
21-05-2025
- Health
- The Sun
Dirtea launches four powerful ‘Stacks' bundles to boost focus, energy and radiance
DIRTEA is the UK's leading functional mushroom brand, and it has just launched new curated 'stacks' designed to help you fine-tune your wellness. Known for their bestselling mushroom-based drinks, including matcha and coffee alternatives, Dirtea has taken things up a notch by pairing these cult favourite drinks with their newly launched mushroom gummies. Dirtea Stacks, from £50 The clever Dirtea 'stacks' aim to boost increased focus and energy levels, and help enhance your beauty from the inside out. Stacks start from £72 online at Dirtea, but you'll save 30% and pay £50 when you opt to subscribe — and the results? The four new expertly crafted performance-focused stacks in the collection effortlessly fit into your daily routine to target your specific lifestyle needs. The Focus Stack includes DIRTEA Coffee and Lion's Mane Gummies, which support mental clarity and concentration. An ideal combo for increasing your productivity. The Focus + Energy Stack is a real game-changer for those needing an extra stamina boost. This powerhouse combo teams Dirtea Coffee with Cordyceps Gummies, offering a natural way to enhance both cognitive endurance and physical energy. If you're craving balance, the AM + PM Stack should be your new daily ritual. Start your morning with a cup of Dirtea Coffee to sharpen focus and clarity, then wind down in the evening with a soothing mug of Dirtea Cacao. The Beauty Stack is designed to help you glow from within thanks to the skin-loving pairing of Dirtea Matcha and Tremella Gummies. There are over 19,000 positive reviews online from shoppers who claim Dirtea has transformed their mornings and evenings. One person wrote: "I'm obsessed with everything Dirtea! "It's become a daily essential for me, not only is it delicious, but it's also played a key role in helping me stay off thyroid medication as part of my lifestyle change." It's become a daily essential for me, not only is it delicious, but it's also played a key role in helping me stay off thyroid medication as part of my lifestyle change A second review read: "I go to bed looking forward to my Dirtea coffee every morning. "It is a real treat, and I feel the benefits. I also love a Dirtea on the go!" While a third Dirtea customer said: "I wanted to give up my coffee habit, and this has helped me do that because it's really delicious and energising without the crash.
Daily Mirror
18-05-2025
- Health
- Daily Mirror
Nutritionist says Dirtea 'elevates energy' without caffeine crash
We spoke to a nutritionist about the effects of mushroom coffees like Dirtea to understand how the blends of organic arabica coffee with functional mushrooms, adaptogens and essential nutrients work Coffee is one of the greatest discoveries ever. Even the dullest of days is somewhat manageable with a cup of hot coffee dragging us by the collar over the 5pm finish line. Then, when it's sunny, what's better than picking up an iced coffee? Nothing, I tell you, nothing. But while multiple studies indicate the health benefits of cup of joe, it does come with one major downside: the caffeine crash. Normally hitting mid-afternoon, the only thing that normally gets us out of it is another coffee, which can lead to tossing and turning in bed for hours at night, creating a caffeine-induced sleep deprivation loop. This is where mushroom coffees like Dirtea come in. Unlike regular coffee, they promise the boost without the caffeine crash - as well as a host of other benefits. Their blend is made with 100% arabica beans, with 1,000mg of Lion's Mane and B Vitamins (B6, B12, Patothenic Acid and Folic Acid). Those are certainly a lot nutrients, but do they work? And if so, how? We reached out to nutritionist Clarissa Bell to explain what stands out about DIRTEA coffee. She told The Mirror: "What sets DIRTEA's Coffee Superblend apart is the powerful combination of organic arabica coffee with functional mushrooms, adaptogens and essential nutrients, all carefully chosen to elevate energy, focus and resilience. DIRTEA Mushroom Coffee Product Description "At its core is Lion's Mane, a functional mushroom known for its cognitive benefits. It can support mental clarity, memory and concentration, making it a powerful addition to your morning routine. Like caffeine, Lion's Mane is classed as a nootropic, which means that it enhances cognitive function. Taking them together compounds their benefits." Outside of Lion's Mane, the other ingredients also pack a punch, according to Clarissa. She continues: "The blend also includes two well-known adaptogens, ashwagandha and maca. Adaptogens help the body manage stress more effectively, and in this case, they balance out the stimulating effects of coffee. "Ashwagandha promotes steady energy levels and can soften the post-caffeine energy crash, while Maca supports cognition, mood and stamina. On top of all this, DIRTEA coffee is enriched with organic B vitamins that support natural energy metabolism, providing your body with resources to keep you energised all day long." Of course, they aren't the only adaptogenic coffee on the market. London Nootropics is another popular option, containing Hifas da Terra lion's mane, cordyceps, and chaga mushroom extracts. They offer a five-star rated starter bundle for £40. Otherwise, Amazon sells Javasu mushroom coffee, which contains lion's mane, chaga, cordyceps and L-Theanine. It has been rated 4.2 out of five by shoppers so far. Amazon sell a 150g box for £36. Clarissa also elaborated on some of the other benefits DIRTEA can offer shoppers: "Many people find that switching to DIRTEA coffee delivers a noticeable shift in how they feel, starting with more sustained, balanced energy levels and sharper mental clarity. Many people report feeling more alert and productive, without the common side effects of caffeine like jitters, crashes or anxious energy. "Beyond coffee, DIRTEA's functional mushroom range offers targeted support for a range of health goals. Chaga is exceptionally rich in antioxidants and supports immunity, digestion and skin health. "Reishi is known for its calming effects, helping to regulate the stress response and promote deeper sleep while strengthening immune defences. Tremella is known for enhancing skin hydration and elasticity, making it a go-to for those interested in skin health from within. Cordyceps supports cellular energy, stamina and recovery, ideal for active lifestyles or anyone in need of a natural, caffeine-free energy lift." DIRTEA's blend currently boasts a 4.8 from 19,848 reviews, with over 18,000 of those five star. One happy reviewer wrote: "I go to bed looking forward to my Dirtea coffee every morning. It is a real treat & I feel the benefits. I also love a Dirtea on the go!" Another added: "I didn't think I'd like this as much as I do. I was looking for something to help with my concentration and focus. I'm going through peri menopause and my brain feels very scattered a lot of the time. I also knew caffeine wasn't my friend... but I LOVE COFFEE. "So having already jumped on the DIRTEA Cacao bandwagon I thought I'd give the Coffee a go and see if a) it would help with my reduction of caffeine intake and b) would help with my focus and energy levels. Pleased to say it is doing both and I actually really look forward to my morning coffee now, it tastes great! Well done DIRTEA." The affects of the coffee didn't work for everyone, with a reviewer noting: "I can't say I noticed much difference after finishing one jar.... Maybe I need more." Another reviewer wrote: "Love the stuff. Started to feel positive affects after a couple of days, and only need one coffee now to get through the day." DIRTEA offer a pouch for £38 (63p per serving) or a subscription - including a free mug, jar and spoon - for £30 (50p per serving) on their website.
The Independent
04-03-2025
- Health
- The Independent
Candyceuticals: Do gummy supplements work or do they represent the infantilisation of wellness?
I've always been sceptical of gummy supplements. To me they're for kids. They exist in the realm of Calpol and strawberry toothpaste. They're not something a self-respecting adult would take. Especially when there are so many effective supplements available in what is now a hugely competitive and results-driven market. But that doesn't seem to have impacted the popularity of gummies. In fact it's not kids driving the boom, it's adults. Gummy supplements are everywhere and in some cases, they're being marketed as highly effective luxury products with huge aspirational campaigns behind them. According to biochemist and influencer Jessie Inchauspé, who goes by 'Glucose Goddess' online, 'If you have a bottle of vinegar gummies, go throw it out immediately. They are no better than having candy. Vinegar gummies contain two grams of sugar. That's as much sugar as in two candy gummy bears. They are not good for your health.' I've been informed as much by several nutritionists in casual conversations about which supplements you should actually bother taking. Despite some brands being far better than others where sugar content is concerned, gummies have never scored particularly highly on my ongoing list of expert-approved supplements. As a wellness editor, I've been sent a ton of variations on the gummy vitamin. And despite knowing they probably won't impact my health, I've enjoyed testing them. My favourites are the 'beauty' gummies from functional mushroom brand Dirtea. These cute little heart-shaped squishes taste like peach, contain tremella mushroom and biotin and supposedly contain no sugar whatsoever – though the first four ingredients are sweeteners and that's before you even get to the mushroom content. I've also been invited to sample the now somewhat iconic apple cider vinegar gummy in many iterations, as well as hangover gummies, gummies for period pain and perimenopause gummies for lessening hormonal symptoms. Which begs the question: why are candyceuticals such a big deal for adults? Can't we just take a pill or stick a patch on? Unless you have a medical condition that means you can't swallow a tablet, it's surely not that hard to do? I'd argue that there's a shift at play here. As wellness becomes more fashionable, it's become more watered down. Health is cool now, but being healthy? Unfortunately that does require some effort, which is why so many products now offer the opportunity to perform wellness, rather than the real deal. The ' morning shed ' trend is a prime example of how these types of products are making their way into our lives. It's easy to take a gummy supplement for your gut or your hair, skin and nails, because it's equivalent to a delicious treat and makes you feel as though you've done something good for your body. Eating the right foods for your gut or skin consistently? That requires a lot more work, from shopping for and preparing the right foods to consuming them regularly – a nightmare if you're not keen to eat 30 plants a week. The watering down of wellness has resulted in the infantilisation of the industry. Complex workouts have given rise to 'this one easy trick' and eating a healthy amount of protein has taken the shape of marshmallow rocky road protein bars that also taste suspiciously like candy. The wellness industry is also openly targeting teens – the ideal consumers of brightly coloured mouth tape and ashwagandha gummies. But in a world where the rules of good health are now required to be cute, easy and that much sweeter in order to be followed, what impact is this having on our bodies? Amy Peacock founder of Earth's Secret says: 'Gummies are an alternative way for people to take supplements instead of capsules, but depending on how many gummies they take a day, this could be similar to taking the same amount of jelly beans a day. As they both contain sugar or sugar alcohols.' She adds: 'Gummies can contain vitamins and minerals, but to be chewed like a gummy they will require additional ingredients like glucose syrup, sugar and pectin to create the gummy texture. This can dilute the active ingredient content and add unnecessary sugars. They also often need higher stabilisers and preservatives to maintain shelf life. 'Healthy' gummies will use sucrolose or aspartame most of the time.' Aside from the added sugar and sweeteners transforming vitamins into sweeties, there's also the question of whether gummies actually deliver any of the nutrients they claim to. Sweet fruity flavours have the power to trick the brain into believing it's actually consuming something with a nutrient-dense profile when it fact, it's mainly sugar. Peacock also explains that many types of supplement are actually incompatible with the gummy format due to their sensitivity to heat. Gummies are made by heating and then setting all the ingredients, which can compromise the potency and bioavailability of probiotics, magnesium and vitamin D. Joe Netherwood of Known Nutrition notes: 'The supplement industry is awash with misleading claims and products that may not contain what they say. This is part of the industry I find incredibly troubling. There are now so many supplement brands sharing false information, especially through their social marketing.' One of Netherwood's chief concerns is the creatine gummy market. He explains that after a class action lawsuit in the US, concerns regarding the level of actual creatine in UK gummies were raised. Netherwood and his team sent creatine gummies made by several brands for testing at a leading third-party laboratory and one came back showing no detectable creatine at all. 'This case is just the tip of the iceberg in a largely unregulated industry where anyone can start a supplement brand,' he says. 'There is no requirement to prove what's in a supplement, only that it's safe to consume. Even labelling regulations are full of grey areas and often overlooked. Gummies are an emerging, fast-growing category and the rapid rise of gummies over the last five years has led to new, inexperienced manufacturers rushing products to market without proper formulation or testing.' Despite the ease with which you can take a gummy and how tasty they are, when it comes to the efficacy of their nutrient profile, they're simply not as effective as a supplement in capsule form. 'Capsules remain the best due to being able to choose a supplement with no additives or fillers and provide precise dosing, and offer better absorption than gummies' says Peacock. 'While gummies might seem more appealing, especially for those who struggle with pills, they represent a compromise between convenience and efficacy.' Of course, capsules vary in quality too and in some rare cases you may find a gummy that actually offers a better nutrient profile than a capsule, however the capsule would have to be pretty poor for this to be the case. Ultimately, choosing a quality brand is a significant factor in whether or not you'll feel the benefits of any supplement and the less sugar, fillers, additives and unnecessary ingredients your vitamins contain, the better. If you're not willing to give up on gummies, for whatever reason, Peacock advises checking the sugar content and looking for artificial colours before you buy. She also recommends considering the exact dosage you need to take to make an impact. 'You may actually need to take more gummies to match capsule potency, but consider your sugar intake and how this will affect your gut health,' she adds. Personally, I'd rather stick with a capsule, a patch or an oral solution when it comes to supplements. Or better yet, getting the essential nutrients my body needs from a varied diet – this simply isn't something you can cheat at, no matter what the next big gummy vitamin campaign tells you.
