Goodbye to CBD gummies, and hello to mushroom everything.
, a mushroom-based beverage that’s described as an adaptogenic coffee alternative, has dominated my Instagram and TikTok feeds for pretty much all of 2022, while shroom-focused supplements, like those made by vitamin brand Fungies, have exploded across store shelves and Instagram ads.
Mushrooms join an increasingly popular lineup of “functional foods” touting a wide range of health benefits, from improved cognition to less stress. In this category, brands advertise the alleged abilities of mushrooms like reishi and cordyceps alongside other vitamins, antioxidants, and other purportedly functional ingredients like shilajit resin and ashwagandha, a type of shrub that’s been used for thousands of years in Ayurvedic medicine.
The progenitor of this particular mushroom moment is, arguably, Amanda Chantal Bacon’s notoriously woo-woo empire, Moon Juice. Founded in California in 2011 as a juice bar, Moon Juice was trafficking in the “bioactive super-shroom” cordyceps and the “protective” benefits of chaga, a type of tree fungus, long before most of us ever heard of functional mushrooms.
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