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§ Private Profile · New York City, NY, USA
Wellness CPG brand creating functional mushroom chocolate bars with adaptogens and nootropics for cognitive, energy, and sleep support.
Based in Brooklyn, New York, Alice Mushrooms is a consumer packaged goods company that produces functional mushroom chocolate bars infused with nootropics and herbal supplements. The direct-to-consumer and wholesale brand operates within the broader health and wellness sector, generating seven-figure revenue in its first year and projecting eight-figure revenue following a recent expansion into 1,300 new retail locations. To support its continued growth, the enterprise recently secured an $8 million Series A venture funding round. The company has attracted financial backing from prominent institutional investors such as L Catterton, alongside celebrity investors including Zac Efron and Kevin Hart. The company's product portfolio, which targets cognitive focus and sleep support, is distributed through its e-commerce platform and premium retail partners like Erewhon. Alice Mushrooms was founded in 2022 by Lindsay Goodstein and Charlotte Cruze.
Alice Mushrooms has raised $8.0M across 1 funding round.
Alice Mushrooms has raised $8.0M in total across 1 funding round.
Alice Mushrooms is a consumer-focused company that produces functional mushroom chocolates designed to enhance wellness through natural ingredients. Their product line targets specific consumer needs such as sleep, focus, arousal, and social elevation, offering an alternative to traditional stimulants and intoxicants. The chocolates incorporate organic, fruiting-body mushrooms and adaptogens like Lion’s Mane, Cordyceps, Ashwagandha, and Reishi, aiming to improve cognitive function, relaxation, sexual wellness, and mood. Alice Mushrooms serves health-conscious consumers seeking natural, effective, and enjoyable functional foods, capitalizing on the growing trend of declining alcohol consumption and rising interest in functional wellness products. The company has demonstrated strong growth momentum, achieving seven-figure revenue in its first year and projecting eight-figure revenue with 40% year-over-year growth, alongside expanding retail distribution into over 1,300 stores[1][3][4].
Founded in October 2022 by Lindsay Goodstein and Charlotte Cruze, Alice Mushrooms emerged from the founders’ vision to create sophisticated, functional alternatives to alcohol and traditional supplements. The idea was to integrate functional mushrooms into a delicious, accessible format—chocolate—that could fit seamlessly into consumers’ lifestyles. Early traction was marked by rapid revenue growth and strategic retail placements in trendy outlets like Erewhon and Pop Up Grocer. The company’s Series A funding round, led by NewBound Venture Capital with participation from Unilever Ventures and DJ Tiësto, underscored strong investor confidence and positioned Alice Mushrooms for accelerated expansion[1].
Alice Mushrooms rides the wave of increasing consumer demand for functional foods and natural wellness products, particularly as younger demographics reduce alcohol consumption. The timing aligns with broader market trends favoring lifestyle integration of health supplements over isolated potency. By positioning functional mushrooms as sophisticated social enhancers and wellness aids, Alice Mushrooms influences the evolving cultural landscape around health, socializing, and self-care. Their innovative approach to product formulation and retail strategy contributes to expanding the functional food category and setting new standards for consumer expectations in this space[1][4].
Looking ahead, Alice Mushrooms is poised to deepen its market penetration through expanded retail distribution and continued product innovation. Trends such as growing interest in plant-based, natural wellness solutions and the shift away from alcohol consumption will likely fuel their growth trajectory. The company’s ability to blend efficacy with indulgence and build a loyal community around its brand suggests it will remain a key player in the functional food sector. As consumer preferences evolve, Alice Mushrooms’ influence may extend beyond chocolates into broader lifestyle and wellness categories, reinforcing its role as a pioneer in functional mushroom products[1][2][4].
Alice Mushrooms has raised $8.0M in total across 1 funding round.
Alice Mushrooms's investors include Sydney Couval, Tiësto, Unilever Ventures.
Alice Mushrooms has raised $8.0M across 1 funding round. Most recently, it raised $8.0M Series A in September 2025.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 10, 2025 | $8M Series A | Sydney Couval | Tiësto, Unilever Ventures | Announced |