MUD\WTR
MUD\WTR is a US functional beverage company selling USDA-organic, low-caffeine mushroom coffee alternatives (Original, Coffee, Matcha, Turmeric, Rest, Hot Cacao) plus a vegan nootropic protein line via a Shopify DTC storefront with subscriptions and 5,000+ retail doors including Target, Costco, and Sprouts, targeting health-conscious caffeine reducers and wellness consumers.
- Company typePrivate
- Founded2020
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MUD\WTR does
MUD\WTR, legally Mud Wtr, Inc., is a US-based functional beverage company founded by Shane Heath in 2018 and headquartered in Santa Monica, California. The company develops and markets organic, low-to-zero caffeine beverage blends built around proprietary combinations of functional mushrooms (lion's mane, reishi, chaga, cordyceps, turkey tail), adaptogens (ashwagandha, valerian, passionflower), and nootropics (L-theanine, bacopa). All mushrooms are described as 100% USDA organic and California-grown on gluten-free substrates, with third-party testing for active compound content. The portfolio spans caffeine-modulated SKUs (Original cacao chai, Coffee, Matcha), caffeine-free options (Turmeric, Rest, Hot Cacao), adjuncts (Coconut Creamer, Coconut Sweetener, Mushroom Boost), and more recent extensions into adjacent categories including a vegan 'mental wellness' protein line (Nourish) and limited-edition seasonal flavors (Strawberry Matcha). Each serving delivers a substantially higher mushroom dose (1,800–3,000mg) than the closest competitor (Ryze, at 1,750mg with filler).
The company operates a hybrid go-to-market combining a Shopify-powered direct-to-consumer storefront with subscription/auto-refill (refills at approximately $40 every 4 weeks, ~43% subscription discount) alongside wholesale distribution across 5,000+ retail doors including Target, Costco, Sprouts Farmers Market, Erewhon, Harmons, and Amazon, plus international shipping to Canada and Australia. Revenue is therefore a mix of recurring subscription revenue (primary), one-time DTC purchases, and wholesale/transactional retail revenue. The brand owns its 'Trends w/ Benefits' content platform (1,000+ articles), an ambassador program, and partnerships with Open (breathwork app), Truemed (HSA/FSA eligibility), and Hamilton Morris (the 'Fix Your Fix' caffeine-awareness campaign) that together function as a soft ecosystem around the core SKUs.
MUD\WTR's primary customer segments are health-conscious caffeine reducers, wellness enthusiasts, fitness/athletic performance consumers (via Nourish), and stress/sleep seekers (via Rest), with named endorsers spanning functional medicine doctors, UFC athletes, professional surfers, and Whole30's co-founder. The company has raised disclosed rounds from M13, Coelius Capital, 25madison, Able Partners, and a May 2021 round led by Squared Circles with CPG-specialist participation, while remaining a privately held corporation controlled by founder Shane Heath. No revenue, headcount beyond an 11–50 range, or post-2021 funding events are publicly disclosed.
MUD\WTR firmographics
Firmographics- Name
- MUD\WTR
- Legal name
- Mud Wtr, Inc.
- Website
- https://mudwtr.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MUD\WTR is a US functional beverage company selling USDA-organic, low-caffeine mushroom coffee alternatives (Original, Coffee, Matcha, Turmeric, Rest, Hot Cacao) plus a vegan nootropic protein line via a Shopify DTC storefront with subscriptions and 5,000+ retail doors including Target, Costco, and Sprouts, targeting health-conscious caffeine reducers and wellness consumers.
- Ownership category
- akta.pro rank
MUD\WTR industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Beverage Manufacturing (3121), Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)
- akta.pro secondary industries
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
Keywords
Where MUD\WTR is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
MUD\WTR business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue channel through mudwtr.com. Customers purchase starter kits and refills at retail prices. The brand drives traffic through content marketing, paid social, influencer partnerships, and organic search. Average order value enhanced through subscription upsells and bundled products.
- Subscription/Auto-Refill Program: Auto-refill program delivering products every 4 weeks at $40 per 30-serving refill. Subscribers receive free shipping, early access to new products, and discounts (43% off vs one-time purchase). This creates predictable recurring revenue and improves customer LTV.
- Wholesale/Retail Distribution: Products sold through major retail partners including Target, Costco, Sprouts, Erewhon, Amazon, and Harmons. Wholesale revenue through stockist model. Expansion into 5,000+ stores nationwide represents significant B2B revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Coffee Starter Kit - $35 subscription (43% off) |
| Unit Pricing | Pay-as-you-go | Strawberry Matcha - $40 |
| Unit Pricing | Pay-as-you-go | Nourish Protein Starter Kit - $52.50-$80 |
| Subscription | Monthly | Hot Cacao - $25 ($2.09/serving subscription) |
| Unit Pricing | Pay-as-you-go | Original (Cacao Chai) - $34-54 |
| Unit Pricing | Pay-as-you-go | Matcha Starter Kit - $50 |
| Subscription | Monthly | Turmeric Blend - $34 (subscription) |
| Subscription | Monthly | Rest Blend - $34 (subscription) |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels9 records
MUD\WTR product offering
Product offeringCore offering
MUD\WTR manufactures and sells organic, functional mushroom-based coffee alternatives and wellness beverages. Its core product line includes low-caffeine drink mixes (Original cacao chai, Coffee, Matcha, Turmeric, Rest, Hot Cacao) blending lion's mane, reishi, chaga, cordyceps, and turkey tail mushrooms with adaptogens and nootropics, plus a vegan protein supplement line (Nourish) and add-on products. The company sells direct-to-consumer through its website with subscription/autofill, and through retail partners.
Product overview
MUD\WTR is a functional beverage company offering a portfolio of organic mushroom-based coffee alternatives and wellness drinks. The core product line includes energy blends (Original cacao chai, Coffee, Matcha), zero-caffeine options (Turmeric, Rest), and specialty items (Hot Cacao, limited-edition Strawberry Matcha). The company also launched Nourish, a mind-body protein supplement with functional mushrooms and nootropics. Add-on products include Coconut Creamer, Coconut Sweetener, and Mushroom Boost. All products feature USA-grown organic functional mushrooms (lion's mane, reishi, chaga, cordyceps, turkey tail) with low-to-zero caffeine content compared to traditional coffee. The brand sells direct-to-consumer via subscription and through retail partners including Target, Costco, Sprouts, and Amazon.
Differentiator
Problem solved
Functional benefit
Products and services
- Original (Cacao Chai Coffee Alternative) Original cacao chai mushroom blend with 35mg caffeine and 2,240mg functional mushrooms per serving. The flagship product designed for daily morning ritual as a coffee alternative.
- Coffee (Mushroom Coffee) Mushroom coffee blend combining arabica coffee with L-theanine and 2,250mg functional mushrooms. Contains 45mg caffeine for steady, focused energy without jitters or crashes.
- Matcha Premium Japanese matcha with 3,000mg functional mushrooms and chai spices. Contains 55mg caffeine for clean, sustained energy and focus.
- Turmeric Blend Zero-caffeine golden milk turmeric blend with rooibos chai, containing 1,840mg functional mushrooms and adaptogens. Caffeine-free option for sustained energy without stimulants.
- Rest Blend Evening sleep and relaxation blend with 2,240mg functional mushrooms (reishi, turkey tail), valerian root, passionflower, chamomile, and ashwagandha. Zero caffeine, designed to support deep sleep and recovery.
- Hot Cacao Functional hot chocolate blend with 1,800mg mushrooms, cacao, coconut sugar, maca, and ashwagandha. Approximately 18mg caffeine for relaxation and focus.
- Strawberry Matcha Limited edition matcha blend with real strawberry powder, premium Japanese matcha, and 1,800mg organic mushrooms. Contains 40mg caffeine for mental clarity and gut health.
- Nourish Chocolate Protein Vegan protein powder with 25g pea and brown rice complete protein, 1000mg lion's mane, ashwagandha, bacopa, probiotics, and vitamin D3. Peruvian cocoa flavor for mental and physical wellness.
- Nourish Vanilla Protein Vegan protein powder with 25g plant protein, functional mushrooms, nootropics, and probiotics. Madagascar vanilla flavor supporting cognitive clarity and digestive health.
- Mushroom Boost Pure functional mushroom blend with chaga, reishi, lion's mane, and cordyceps. Designed for immunity, vitality, and focus. Available in 30 or 90 serving sizes.
Quantifiable outcome
- Reduced caffeine consumption: Users report going from 4 cups of coffee to 1 per day with MUD\WTR
- +3 more outcomes
Companies that use MUD\WTR
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
MUD\WTR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
MUD\WTR partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Open (Breathwork App)coreMUD\WTR partnered with Open to provide subscribers with 45 days of free access to breathwork, meditation, and movement classes. The partnership enhances the brand's wellness positioning and provides added value to subscription customers. Breathwork is positioned as complementary to MUD\WTR's focus on nervous system health and mindful energy.
- TruemedminorTruemed partnership enables HSA/FSA eligibility for MUD\WTR products. Customers can use pre-tax dollars for purchases after completing a short intake form and receiving a Letter of Medical Necessity. This expands accessibility for health-conscious consumers with HSA/FSA accounts.
- Hamilton MorrisminorRenowned journalist Hamilton Morris partnered with MUD\WTR for the 'Fix Your Fix' caffeine awareness campaign. Morris established a caffeine abuse hotline (1-844-FIXURFIX) and starred in campaign films. The partnership leverages Morris's credibility in the psychedelics/wellness space to amplify brand messaging around mindful caffeine consumption.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
MUD\WTR competitors and assessment
Company assessmentDirect peers
- Ryze: Direct-to-consumer mushroom coffee brand using a six-mushroom blend (1,750mg per serving) with adaptogens. Closest direct competitor to MUD\WTR's Original and Coffee SKUs, competing on similar positioning and channels.
- Four Sigmatic: Pioneer in the functional mushroom coffee category with mushroom coffee mixes, hot cacaos, and elixirs. Competes with MUD\WTR across similar product formats and wellness consumer base.
- Rasa: Adaptogenic coffee alternative brand offering herbal coffee substitutes with adaptogens and nootropics. Direct competitor in the 'coffee replacement' positioning that MUD\WTR's Original blend owns.
- Organifi: Functional superfood blends including mushroom-based drinks, protein, and greens. Competes with MUD\WTR's Nourish protein line and broader wellness positioning across similar DTC channels.
Emerging players
- Caveday: Functional mushroom coffee brand targeting productivity and focus, overlapping with MUD\WTR's lion's mane + L-theanine focus positioning and high-performance professional segment.
Broad incumbents
- Super Coffee: Functional coffee brand with protein-infused RTD coffees and broader retail presence. A larger, more retail-scaled player competing for functional coffee occasion share.
- La Colombe: Established specialty coffee brand with draft lattes and functional offerings. Broader incumbent in the premium coffee space where MUD\WTR competes for morning beverage occasions.
- Nestlé Health Science: Global CPG incumbent with broad functional nutrition portfolio including adaptogenic and mushroom-based products. Represents the large-scale threat to niche functional beverage brands like MUD\WTR.
- Keurig Dr Pepper: Mass-market beverage platform controlling retail shelf space across coffee and functional beverages. Relevant as a broad incumbent that could launch competing functional mushroom SKUs at scale.
Regional players
- Teeccino: Heritage coffee alternative brand offering herbal coffee substitutes in retail and DTC channels. Comparable in the coffee-alternative category though with a different positioning (herbal vs adaptogenic).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
MUD\WTR social profiles
Digital presenceMUD\WTR compliance and trust
Trust signalCompliance5 records
MUD\WTR financial estimates
Financial estimateRevenue estimate
Valuation estimate
MUD\WTR leadership team
Management profileNumber of profiles
Profiles2 records
MUD\WTR funding detail
Funding detailFunding overview
Funding rounds4 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MUD\WTR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MUD\WTR
What does MUD\WTR do?
MUD\WTR manufactures and sells organic, functional mushroom-based coffee alternatives and wellness beverages. Its core product line includes low-caffeine drink mixes (Original cacao chai, Coffee, Matcha, Turmeric, Rest, Hot Cacao) blending lion's mane, reishi, chaga, cordyceps, and turkey tail mushrooms with adaptogens and nootropics, plus a vegan protein supplement line (Nourish) and add-on products. The company sells direct-to-consumer through its website with subscription/autofill, and through retail partners.
Is MUD\WTR a public or private company?
MUD\WTR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MUD\WTR founded?
MUD\WTR was founded in 2020. It employs 11 to 50 people.
Where is MUD\WTR based?
MUD\WTR is headquartered in Santa Monica, United States, in the North America region.
How does MUD\WTR make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are subscription/Auto-Refill Program and wholesale/Retail Distribution.
Who are MUD\WTR's main competitors?
Direct peers on record are Ryze, Four Sigmatic, Rasa and Organifi. Caveday is listed as an emerging player. Broad incumbents are Super Coffee, La Colombe, Nestlé Health Science and Keurig Dr Pepper. Teeccino is listed as a regional player.
Does MUD\WTR have an API?
No public API is recorded for MUD\WTR.
What industry is MUD\WTR in?
MUD\WTR's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAF, Botanical/Herbal & Adaptogen Functional Beverage Production, with a secondary code of CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.). Its NAICS code is 3121 and its SIC code is 2080.