Shroomwell

What Shroomwell does

Shroomwell is an Estonian functional mushroom wellness company that operates a fully vertically integrated business from cultivation to finished product. Originally founded in 2014 as Chaga Health and rebranded to Shroomwell in 2023, the company cultivates mushrooms across approximately 700 hectares of forest farms in Estonia, Sweden and the USA for Chaga, and runs one of the largest indoor functional mushroom cultivation facilities in Northern-Eastern Europe at its Tõrva factory. Its core extraction technology is Ultrasonic Assisted Extraction (UAE), which the company reports achieves over 90% bioactive compound extraction rates, paired with dual water/alcohol extraction for full-spectrum tinctures. The portfolio spans approximately 20 wellness SKUs across tinctures, capsules, Chaga elixirs, oral sprays, functional soft drinks, powders and fresh Lion's Mane mushrooms, alongside bundles and gift cards. All products are vegan, non-GMO and made from fruiting body mushrooms with Nordic-sourced organic ingredients, and the facility holds BRC Grade A, HACCP and organic certifications.

The business operates three revenue streams. First, a direct-to-consumer channel sells through the company's own Shopify-based e-commerce platform to 20,000+ customers across Estonia, Latvia, Lithuania, Finland, Sweden and the rest of Europe, with unit prices typically €2.39-€54.90 and a subscription option offering up to 20% off. Second, a B2B white-label and contract manufacturing service targets European wellness brands in Finland, Sweden and Germany, offering bottling, liquid sachets, custom tincture mixing and turnkey fulfillment. Third, a B2B raw material business supplies organic Nordic mushroom powders and extracts across Europe, complemented by paid factory tours at the Tõrva facility (€12-€20 per person). The company employs 40+ people across its Peetri headquarters, Tallinn mycology laboratory, Tõrva mushroom farm and Tõrva wellness product factory, and is led by founder Siim Kabrits alongside a management team spanning innovation, commercial, export, production and quality functions.

Name

Shroomwell

Legal name

Shroomwell

Website

https://shroomwell.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Shroomwell is an Estonian vertically integrated functional mushroom wellness company that cultivates Chaga and other mushrooms across 700 hectares in Estonia, Sweden and the USA, and sells approximately 20 own-brand wellness SKUs plus B2B white-label and raw material services to European consumers and brands.

Ownership category

akta.pro rank

Product category

Functional Mushroom Wellness Supplements

NAICS

Medicinal and Botanical Manufacturing (325411), Mushroom Production (111411), Flavoring Syrup and Concentrate Manufacturing (31193), Food Manufacturing (311)

SIC

Medicinal Chemicals & Botanical Products (2833), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Mushroom Farming (Button, Oyster, Shiitake) (AFAGADAJ), Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

Keywords

• Functional mushroom supplements
• Mushroom tinctures
• Mushroom wellness capsules
• White label manufacturing
• Functional mushroom beverages

Headquarters

HQ city

Peetri

HQ country

Estonia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Wellness Products: B2C sales of functional mushroom wellness products including tinctures, capsules, elixirs, sprays, soft drinks, and powders through own e-commerce platform. Products target focus, energy, immunity, calm, and sleep benefits.
2. White Label Manufacturing Services: B2B manufacturing services for European brands including production, bottling, liquid sachets, custom labeling, and fulfillment. Serves customers from Finland, Sweden, Germany, and beyond with turnkey solutions.
3. Raw Material Sales: B2B supply of premium mushroom raw materials including powders, chunks, and extracts. Certified organic Nordic mushrooms supplied to partners across Europe.
4. Factory Tours: On-site factory experience tours offering mushroom cultivation education and product tastings at the Tõrva facility. Two tour packages available at €12 and €20 per person.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Shroomwell produces and sells a portfolio of functional mushroom-based wellness products including high-potency tinctures (Lion's Mane, Cordyceps, Reishi, Chaga, Shiitake) extracted via proprietary Ultrasonic Assisted Extraction, four specialized capsule formulas combining mushrooms with adaptogens, Chaga elixirs in multiple flavors, oral wellness sprays, Focus State soft drinks, and Lion's Mane powder and fresh mushrooms. The company also offers B2B white label manufacturing, raw material supply, and R&D innovation services to European wellness brands.

Product overview

Shroomwell is a full-stack functional mushroom wellness company from Estonia offering a diverse portfolio of approximately 20 wellness products across multiple formats. The core product lineup includes high-potency tinctures (5 mushroom varieties in 30ml and 50ml sizes) using ultrasonic-assisted extraction, four specialized capsule formulas combining mushrooms with adaptogens and superfoods, Chaga elixirs in multiple flavors and sizes, wellness sprays, functional soft drinks with Lion's Mane, and Lion's Mane powder and fresh mushrooms for culinary use. The company also offers wellness bundles for combined product savings. B2B services include white label manufacturing, raw material supply (powders and extracts), and R&D innovation services. All products are vegan, non-GMO, and made from fruiting body mushrooms with locally sourced Nordic ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Tinctures (30ml and 50ml) High-potency liquid extracts using ultrasonic-assisted extraction technology. Available in Lion's Mane, Cordyceps, Reishi, Chaga, and Shiitake varieties in 30ml and 50ml formats. Dual-extraction captures over 90% of bioactive compounds. Targeted at health-conscious consumers seeking cognitive, energy, immunity, calm, and sleep support.
• Functional Mushroom Capsules Four specialized capsule formulas combining functional mushrooms with adaptogens and superfoods: CLARITY & FOCUS (Lion's Mane + Bacopa + Ginkgo + Rhodiola), SERENITY & CALM (Reishi + Ashwagandha + Holy Basil + Lemon Balm), ENERGY & VITALITY (Cordyceps + superfoods), and IMMUNITY & BALANCE (Chaga + superfoods). 90 capsules per bottle for 30 days supply. Targeted at health-conscious consumers seeking convenient daily mushroom wellness routines.
• Chaga Elixirs Liquid functional mushroom beverages for daily immune support. Available in multiple flavors including Blackcurrant, Sea Buckthorn, Rosehip, Dates & Mango, Black Plum & Passion Fruit, Blueberry, and Aloe Vera. Sizes include 500ml, 250ml, and 25ml shots. Targeted at consumers seeking convenient ready-to-drink mushroom wellness.
• Wellness Sprays Fast-acting oral sprays for convenient daily use. Includes Brain & Focus Spray with Lion's Mane and Sleepwell Spray with Reishi, both in 30ml bottles. Targeted at consumers seeking portable, on-the-go mushroom wellness support.
• Focus State Soft Drinks Functional soft drinks with Lion's Mane for cognitive support. Available in original (apple-ginger-honey) and Lime & Matcha flavors. Sold as single cans, 6-packs, and 24-packs. Targeted at consumers seeking functional beverages for sustained mental performance.
• Lion's Mane Powder 100g 100% organic Lion's Mane fruiting body powder from Estonia. Made from over 1kg of fresh mushrooms per 100g. 3rd party lab tested. Designed for use in coffee, smoothies, or food. Targeted at consumers seeking versatile culinary mushroom applications.
• Fresh Lion's Mane Mushroom 2kg Fresh gourmet Lion's Mane mushrooms for culinary use. Locally cultivated in Estonia. Chef-quality with delicate, seafood-like flavor. Targeted at home cooks and chefs seeking fresh functional ingredients.

Quantifiable outcome

• 20,000+ happy customers using functional mushroom products
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Four Sigmatic: US-based functional mushroom coffee, elixirs and supplements brand with global D2C distribution. Closest direct competitor to Shroomwell's mushroom tincture, capsule and RTD-drink portfolio, especially in Europe and online wellness channels.
• MUD\WTR: US functional mushroom coffee and drink brand with strong D2C and retail presence. Comparable as a mushroom-based functional beverage and supplement brand competing for the same focus/energy/calm consumer occasions.
• Real Mushrooms: Canadian producer of organic mushroom extracts and supplements from fruiting bodies, supplying both consumers and brands. Directly comparable on extraction technology, fruiting-body positioning, and B2B/B2C dual model.
• Host Defense Mushrooms: Paul Stamets' functional mushroom supplements brand using organic fruiting-body extracts. Comparable premium positioning, broad product line and emphasis on cultivation quality and traceability.
• Ryze Superfoods: US mushroom coffee brand marketing functional mushroom blends (Lion's Mane, Cordyceps, Reishi) for focus and energy. Direct overlap with Shroomwell's Focus State soft drink and cognitive-support positioning.
• Om Mushroom Superfood: US functional mushroom supplement brand offering capsules, powders and blends across Lion's Mane, Reishi, Cordyceps and Chaga. Closely overlaps Shroomwell's capsule and powder SKUs and supplement positioning.

Broad incumbents

• Organifi: US functional wellness brand with green juice, mushroom and adaptogen blends. Larger, broader portfolio but overlapping target consumers and functional beverage positioning.
• Laird Superfood: Public US functional food and beverage company (functional coffee creamers, RTD drinks) with growing mushroom and adaptogen line. A larger incumbent entering the same functional beverage and supplement space as Shroomwell.

Emerging players

• Sun Potion Transformational Foods: Adaptogenic and tonic herb brand offering mushroom-based powders, tinctures and blends in the premium wellness segment. Comparable product formats and target audience, though broader in scope beyond mushrooms.

Others

• Monaghan Group: One of Europe's largest mushroom growers and ingredient suppliers, providing cultivated and processed mushrooms to food and supplement manufacturers. Comparable as a large-scale mushroom cultivation and B2B ingredient supplier, though more diversified across food categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/getshroomwell
• YouTubeyoutube.com/results?search_query=shroomwell
• Facebookfacebook.com/shroomwell
• LinkedInlinkedin.com/company/shroomwell
• Instagraminstagram.com/shroomwell.official

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds3 records

Investors1 record

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 Shroomwell