The rise of wellness beverages on store shelves indicates the changing consumer attitudes towards health and wellness. This surge is attributed to the consumers' growing interest in beverages that support their health and wellness goals, such as improving gut health, boosting immunity, and enhancing overall well-being.
The functional beverages market , which includes products like kombucha, ready-to-drink teas, super-fruit juices, and others known for their health benefits, witnessed a remarkable growth from
$131.47 billion in 2022 to an anticipated $224.99 billion by 2027 . At the forefront of this wellness trend, MUD\WTR has emerged as a trailblazer, challenging the conventional caffeine routine with its innovative coffee alternative, adaptogenic mushrooms.
This unique blend invites consumers to reimagine their morning ritual, offering a path to balance and focus without the coffee jitters. According to SPINS , the category of Tea & Coffee with functional mushrooms and adaptogens is growing 17X faster than just the Tea & Coffee category alone.
MUD\WTR is outperforming the category’s average velocities in volume and dollars by more than 75 percent .
We caught up with Shane Heath, the visionary CEO and founder of MUD\WTR , for an enlightening conversation about the brand's inception, its journey from an e-commerce powerhouse to breaking ground in retail, and the exciting unveiling of its first physical iteration, MUD\WTR :gather , in Santa Monica…
