Called Rritual, the new brand is billed as a line of ‘plant-based elixirs for modern wellness.’ The base formulations are built around three ingredients that CEO David Kerbel refers to as the brand’s ‘hero’ pillars. They are Chaga (Inonotus obliquus) in the immunity blend, Lion’s Mane (Hericium erinaceus) in the mental focus blend and Reishi (Ganoderma lingzhi) in the relaxation blend.
Fungi for the win in functional foods
Kerbel pointed out that the company uses the mycelium portion of the fungi for its products. The products are packaged as powders for the functional foods market, which Kerbel said has a lot of blue sky opportunity within it. The company cites a Grandview Research study that predicts the global functional foods market will reach $275 billion by 2025 and will grow at a 7.9% clip in the intervening years.
“Our products are designed as a natural organic plant based alternative to synthetics,” Kerbel told NutraIngredients-USA.
The products trade on the adaptogenic nature of the base ingredients by added further adaptogens to each blend. The immune product, for example, includes Astragalus, Eleuthero and Schisandra. The focus blend includes Rhodiola and Bacopa while the relaxation blend features Ashwaganda and Cinnamon.
All of the products also include an additional fungal ingredients blend that includes Shiitake and Cordyceps and also feature inulin as a prebiotic.
Kerbel said the company has assembled a team that understands what works in the functional beverage market. His own experience includes a stint as senior vice president of sales at Celsius Holdings, manufacturer of one of the fastest growing energy drink brands.
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June 28, 2021 at 10:23PM
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Superfoods brand debuts based on adaptogenic fungal ingredients - NutraIngredients-usa.com
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