Grass & Co.

What Grass & Co. does

Grass & Co. is a UK-based direct-to-consumer wellness brand, founded in 2018 and headquartered in London, that develops and sells functional mushroom supplements alongside targeted nutraceuticals. Its product portfolio is organized by outcome — FOCUS (Lion's Mane for cognitive support), ENERGY (Cordyceps), RELAX (Maitake), and DREAM (Reishi) — and extends across multiple formats including capsules, powders, gummies, and ready-to-drink nootropic beverages, with additional offerings in vegan algae-derived omega-3 (BOOST for men, PRIME for women) and a greens powder. Proprietary technology is limited to formulation-level differentiation: Duocap capsule technology used in the omega-3 line for enhanced absorption, and proprietary mushroom blends combined with B vitamins, magnesium, and algae omega-3.

The company operates a hybrid go-to-market combining an owned Shopify-based e-commerce storefront (grassandco.uk) with a subscription programme offering a 20% discount and free shipping (capped at 1,000 members), and distribution through six major UK retailers — Holland & Barrett, Sainsbury's, Harrods, Boots, Planet Organic, and Ocado. A personalized quiz, The Science content hub, a creator/affiliate programme, and an email community ("Grass Roots") support customer acquisition and engagement, with social channels on Instagram and TikTok used for top-of-funnel reach.

Grass & Co. operates with a very lean team of 1–10 employees and has disclosed one seed/early funding round of approximately $925K (September 2019), with no further capital raises visible in the data. There is no evidence of AI/ML capabilities, no mobile app, and no public API or integrations; the business is a brand-led CPG operation rather than a technology platform.

Name

Grass & Co.

Legal name

Grass & Co.

Website

https://grassandco.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Grass & Co. is a UK-based direct-to-consumer wellness brand founded in 2018 that sells functional mushroom supplements and nutraceuticals (focus, energy, relaxation, sleep, and gender-specific omega-3) via its Shopify storefront, subscription programme, and six major UK retailers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Mushroom Production (111411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Medicinal Plant Farming (Botanical/Pharmaceutical Crops) (AFAGAGAE)

Keywords

• Functional mushroom supplements
• Nootropic beverages
• Vegan omega-3 capsules
• Natural wellness products
• Adaptogenic supplements

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of functional mushroom capsules, powders, gummies, and nootropic drinks via owned e-commerce storefront with subscription option
2. Retail Distribution: Products sold through major UK retail chains including Holland & Barrett, Sainsbury's, Harrods, Boots, Planet Organic, and Ocado

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Grass & Co. is a UK-based direct-to-consumer wellness brand that develops, manufactures, and sells functional mushroom and nootropic supplements — capsules, powders, gummies, and ready-to-drink beverages — formulated with lion's mane, cordyceps, reishi, and maitake mushrooms, combined with vitamins, minerals, and algae-based omega-3, to support focus, energy, relaxation, and sleep.

Product overview

Grass & Co. is a direct-to-consumer wellness brand offering a portfolio of functional mushroom and nootropic products in multiple formats (capsules, powders, gummies, and ready-to-drink beverages). The product line is organized by functional goals: FOCUS products (Lion's Mane for brain health), ENERGY products (Cordyceps for stamina), RELAX products (Maitake for relaxation), DREAM products (Reishi for sleep), ACTIVE (Greens powder), BOOST/PRIME (gender-specific omega-3 supplements), and Liquid nootropic drinks. The company emphasizes evidence-backed ingredients, vegan formulations, and offers a subscription model. No technology platform, AI capabilities, or third-party integrations are present in this e-commerce wellness brand.

Differentiator

Problem solved

Functional benefit

Products and services

• FOCUS | Lion's Mane Mushroom Capsules Lion's Mane mushroom capsules marketed for brain health and focus support, positioned as a nootropic supplement for consumers seeking cognitive enhancement.
• FOCUS | Lion's Mane Mushroom Powder Lion's Mane mushroom powder for focus support, providing an alternative to capsules for consumers preferring powder format.
• FOCUS MAX | Lion's Mane Mushroom Gummies Lion's Mane mushroom gummy format offering focus and cognitive support benefits in a chewable format for consumers preferring gummies.
• ENERGY | Cordyceps Mushroom Capsules Cordyceps mushroom capsules positioned for energy support, addressing tiredness and fatigue in consumers seeking natural stamina support.
• RELAX | Maitake Mushroom Capsules Maitake mushroom capsules marketed for relaxation and wind-down benefits to support stress relief.
• DREAM | Reishi Mushroom Capsules Reishi mushroom capsules targeting sleep support and microbiome health for consumers seeking better sleep quality.
• ACTIVE | Greens Powder Greens superfood powder supplement providing broad nutritional support for daily wellness.
• BOOST | Vegan Omega-3 Capsules for Male Health Algae-based omega-3 capsules (Duocap formulation) targeting male health, stamina, and immunity.
• PRIME | Vegan Omega-3 Capsules for Female Health Algae-based omega-3 capsules targeting female health and wellness.
• Nootropic Drinks | Mixed Packs Assorted functional nootropic drinks offering cognitive and wellness benefits in ready-to-drink format.
• Liquid RELAX | Nootropic Drink Ready-to-drink nootropic beverage designed for relaxation and stress relief.
• Liquid FOCUS | Nootropic Drink Ready-to-drink nootropic beverage targeting focus and cognitive enhancement.
• The Spring Essentials Subscription bundle offering three products in a curated daily sequence for seasonal wellness support, available as a first-month trial at £10.

Quantifiable outcome

• Save up to 30% with subscription plan
• +1 more outcomes

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• DIRTEA: UK-based functional mushroom brand selling lion's mane, cordyceps, chaga, and reishi products across capsules, powders, and drinks. Closest direct peer: same category, same geography, same functional-goal positioning, and same DTC-plus-retail GTM as Grass & Co.
• Four Sigmatic: Global functional-mushroom brand built on mushrooms (lion's mane, cordyceps, reishi, chaga) in coffees, elixirs, and supplements. Highly comparable product portfolio, mushroom-led differentiation, and DTC-led GTM that Grass & Co. mirrors.
• Heights: UK-based DTC brain-care and cognitive-supplement brand. Directly competes for the same focus/cognitive-performance consumer, with a subscription-led model and premium positioning similar to Grass & Co.'s.
• Mind Lab Pro: Universal nootropic supplement brand targeting the same focus/cognition use case as Grass & Co.'s FOCUS range. Comparable product positioning around evidence-backed ingredients, premium pricing, and DTC-led distribution.
• Apothem: UK functional-mushroom brand (cordyceps, lion's mane, reishi drinks and supplements). Direct peer in geography, ingredient set, and target consumer; competes head-to-head in UK retail and DTC.

Emerging players

• Wunder Workshop: UK wellness brand with a strong focus on functional mushrooms, adaptogens, and turmeric-based products. Smaller, niche player with overlapping functional-mushroom offering and comparable UK DTC presence.

Broad incumbents

• Pukka Herbs: Established UK herbal-wellness brand with a broader herbal-tea and supplement portfolio sold across major UK grocery and health retail. Comparable UK retail presence and wellness positioning, but a wider, less mushroom-led range.
• Huel: Large UK DTC nutrition brand with subscription mechanics and broad grocery distribution. Comparable on DTC-plus-retail GTM and UK consumer-brand maturity, though operating in complete nutrition rather than functional mushrooms specifically.
• Myprotein: UK-based sports-nutrition and supplement brand with extensive product range and global retail plus DTC. Comparable in scale of UK supplement distribution and multi-channel GTM, but with a much broader mass-market positioning.

Others

• Holland & Barrett: UK health-and-wellness retailer and major Grass & Co. distribution partner. Relevant as a strategic customer and as a competitor via its own-brand supplement range occupying the same shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/grassandco.uk
• TikToktiktok.com/@grassandco.uk
• Xx.com/grassandco1
• Facebookfacebook.com/grassandco1
• LinkedInlinkedin.com/company/grass-and-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grass & Co.