Alice Mushrooms, backed by renowned private-equity firm L Catterton and supported by celebrities like actor Zac Efron, is making waves in the food and beverage industry trends.
Founded in 2022 by Lindsay Goodstein and Charlotte Cruze, this California-based company specializes in functional chocolates designed to enhance sleep and boost energy levels. One of their standout products, the Happy Ending chocolate, is noted for its purported ability to induce “arousal.”
The company’s organic dark chocolates appeal to health-conscious consumers, as they are marketed as vegan and free of gluten and dairy. The signature ingredient is an extract derived from the nutrient-rich “fruiting body” of mushrooms.
Depending on the variety, Alice Mushrooms incorporates additional natural ingredients such as chamomile for relaxation, L-theanine and magnesium for stress relief, and zinc for promoting sleep.
In addition to Zac Efron, the recent funding round attracted support from actor Pedro Pascal and comedian Kevin Hart. Previous investments originated from Jason Strauss, co-CEO of the Tao Group, a hospitality firm in Las Vegas, and Dr. Jennifer Ashton, a former ABC correspondent who now serves as Alice Mushrooms’ medical advisor.
Co-founder Goodstein emphasized, “This funding will help us expand and introduce new products and collaborations. It will also scale up our production capacity to meet the increasing demand across both direct-to-consumer (DTC) and retail channels.”
Alice Mushrooms currently supplies over 400 retail locations across the U.S., including popular outlets such as Erewhon and Pop Up Grocer. They plan to partner with a major national grocery chain later this year.
Cruze pointed out, “The support from well-known entertainment figures and a globally recognized fund demonstrates the mushroom market’s potential as a wellness category, with Alice at the forefront.”
In terms of product offerings, Alice Mushrooms provides not only Happy Ending but also Nightcap and Brainstorm products. These chocolates feature mushroom extracts from Reishi and Cordyceps alongside energizing compounds like guarana and ashwagandha.
Whitney Casey, a partner at L Catterton, remarked, “Alice Mushrooms distinguishes itself with its innovative branding and unique product offerings that connect with a new generation of consumers. This investment aligns with our strategy to support forward-thinking companies in the VMS space. We look forward to partnering with Alice and supporting their mission to transform the wellness market.”
As interest in food and drink consumer trends continues to rise, Alice Mushrooms is poised for significant growth. They are now focused on leveraging their recent funding to meet increasing consumer demand, laying the groundwork for future success in the competitive food and drink business.
