US – Alice Mushrooms has launched decadent and indulgent chocolates, supplemented with functional mushrooms, adaptogens and nootropics for ‘delight and enlightenment’. Alice’s two initial products, Brainstorm and Nightcap, are chocolate bites with unique functional properties. Brainstorm aims to provide a burst of energy and clarity, while Nightcap is designed to support sleep and relaxation.
Created together with homeopathic doctors, formulators and generational chocolatiers, Alice’s treats are designed to enhance daily routines by delivering the benefits of functional mushrooms in a form that is tasty and delectable.
The brand was born out of a belief in the power of mushrooms paired with a frustration with the mushroom products already on the market. ‘We wanted to make health fun and enjoyable – not something that feels like a chore or a punishment. It should feel like a treat because it is a treat and a blessing to be able to take care of yourself,’ says Lindsay Goodstein, the brand’s creative director.
We’ve seen the rise of mushrooms in the beauty sector, and the functional and versatile super-ingredient is also cross-pollinating with the wellness and food industries to provide an added indulgent and hedonistic twist.
Consumers are interested in functional and wellness-boosting ingredients, but products that are equally indulgent, fun and flavoursome will be the ones to stand out