DIRTEA
DIRTEA is a UK-based functional mushroom supplement brand that sells high-potency dual-extracted mushroom gummies, coffees, and blends through direct-to-consumer e-commerce and major UK retailers, serving health-conscious consumers seeking caffeine-free cognitive, energy, immunity, and beauty benefits.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What DIRTEA does
DIRTEA (Dirtea Limited) is a UK-based functional mushroom supplement brand founded in 2021 by brothers Andrew and Simon Salter. The company manufactures and sells mushroom extract-based gummies, coffees, and cacao super-blend teas positioned around four benefit pillars: cognitive focus (Lion's Mane), energy and performance (Cordyceps), immunity (Chaga), and beauty (Tremella). Its core technology is a dual-extraction process delivering up to 3,000mg of functional mushrooms per serving with +40% Beta Glucans content, which the company claims materially exceeds competitor benchmarks (1,600mg serving, <10% beta glucans). Formulations are co-developed with Dr. Tara Swart, an MIT lecturer and neuroscientist serving as Chief Science Officer, and products are third-party tested for quality assurance.
The business operates a product-led growth model. Primary revenue is direct-to-consumer via owned e-commerce storefronts in the US and UK, with monthly subscription plans offering 20-30% discounts relative to one-time purchase pricing, supported by a loyalty/rewards and Refer-a-Friend program. Secondary revenue is wholesale through major UK retailers including Tesco (as of January 2026), Boots, Whole Foods, and Planet Organic. Pricing is premium: $32-$40 per single gummy SKU, $160 for the Daily Stack boxset, and unit pricing at $0.93/serving versus a stated $2/serving competitor benchmark. Marketing is multi-channel, combining Instagram, TikTok, and Facebook organic social, an email newsletter, a content/journal blog, affiliate marketing, earned media in Forbes, Vogue, GQ, Harper's Bazaar, Men's Health, and Glamour, and celebrity ambassadorships (Bear Grylls as Investor & Global Ambassador; Roxie Nafousi as Investor & Ambassador).
DIRTEA is privately held, headquartered in London, operates with 1-10 employees, and has no disclosed institutional venture capital or private equity funding rounds. The company has received 230% compound annual sales growth over two years and topped Alantra's Fast 50 ranking of the UK's fastest-growing food and drink brands in April 2026. In February 2026, the company launched the Pure Essentials collagen and creatine range, signaling category expansion beyond functional mushroom supplements.
DIRTEA firmographics
Firmographics- Name
- DIRTEA
- Legal name
- Dirtea Limited
- Website
- https://dirteaworld.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DIRTEA is a UK-based functional mushroom supplement brand that sells high-potency dual-extracted mushroom gummies, coffees, and blends through direct-to-consumer e-commerce and major UK retailers, serving health-conscious consumers seeking caffeine-free cognitive, energy, immunity, and beauty benefits.
- Ownership category
- akta.pro rank
DIRTEA industry classification
Industry- Product category
- Functional Mushroom Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Herbal & Botanical Supplements (CRADAGAD)
- akta.pro secondary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where DIRTEA is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
DIRTEA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: DIRTEA sells directly through its e-commerce platforms (US and UK storefronts) offering subscription plans with 20-30% discounts and one-time purchases. Products include functional mushroom gummies (Focus, Immunity, Beauty, Performance) and gummy boxsets.
- One-Time Product Sales: Non-subscription individual product purchases at full retail price through e-commerce
- Retail Distribution: Products sold through major UK retailers including Tesco (as of January 2026), Boots, Whole Foods, and Planet Organic, generating B2B wholesale revenue
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Gummies (Focus, Immunity, Beauty, Performance) |
| Subscription | Monthly | Gummies Boxset (Daily Stack - 4 functional gummies) |
| Subscription | Monthly | Subscribe & Save |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
DIRTEA product offering
Product offeringCore offering
DIRTEA manufactures and sells functional mushroom extract gummies, matcha blends, coffees, and cacao super blend teas targeted at cognitive function, energy, immunity, and beauty benefits. The company retails directly to consumers via its own e-commerce storefronts in the US and UK and through major UK retail chains including Tesco, Boots, Whole Foods, and Planet Organic. Products feature up to 3,000mg of dual-extracted mushrooms per serving with +40% Beta Glucans content and are caffeine- and sugar-free.
Product overview
DIRTEA is a functional fungi supplement brand offering a portfolio of mushroom-based gummy products designed for cognitive support, energy, immunity, and beauty benefits. The core product line consists of four functional mushroom gummies (Lion's Mane Focus, Cordyceps Performance, Chaga Immunity, and Tremella Beauty), which can be purchased individually or as a bundled Daily Stack boxset. The brand also offers a Matcha Mushroom Super Blend and expanded into the collagen and creatine category with the Pure Essentials range. All products feature up to 3,000mg of dual-extracted mushroom extracts per serving with high beta glucan content (+40%), formulated without caffeine or sugar. The range is positioned as science-backed functional nutrition with Dr. Tara Swart as Chief Science Officer.
Differentiator
Problem solved
Functional benefit
Products and services
- Lion's Mane Focus Gummies Apple-flavored functional gummies with Lion's Mane mushroom extract, Vitamin B5 and B12, formulated to support focus, memory, and cognition with up to 3,000mg of functional mushrooms per serving. Targeted at adult consumers seeking natural cognitive enhancement.
- Cordyceps Performance Gummies
- Chaga Immunity Gummies
- Tremella Beauty Gummies
- DIRTEA Gummies Boxset (Daily Stack)
- Matcha Mushroom Super Blend
- Pure Essentials Collagen and Creatine Range Functional nutrition product line launched in February 2026 targeting the collagen and creatine supplement market segment, expanding DIRTEA beyond mushroom extracts into adjacent functional nutrition categories.
Quantifiable outcome
- 77% cognitive improvements in 30 days
- +4 more outcomes
Companies that use DIRTEA
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
DIRTEA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature4 records
DIRTEA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dr. Tara SwartcoreDr. Tara Swart, medical doctor, MIT lecturer, and world-leading neuroscientist, serves as Chief Science Officer and co-developer of DIRTEA formulations, providing scientific credibility and formulation expertise.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
DIRTEA competitors and assessment
Company assessmentDirect peers
- Four Sigmatic: Four Sigmatic is a leading US-based functional mushroom coffee and supplement brand, offering similar Lion's Mane, Cordyceps, Chaga, and Reishi products. It is the closest direct competitor to DIRTEA, sharing the same product positioning and target health-conscious consumers.
- MUD\WTR: MUD\WTR is a US-based mushroom coffee alternative brand offering a coffee substitute with functional mushrooms and adaptogens. It competes directly with DIRTEA's coffee and super blend products in the caffeine-alternative functional beverage category.
- Ryze Superfoods: Ryze Superfoods is a US-based mushroom coffee brand founded in 2020, offering mushroom-based coffee alternatives. It overlaps with DIRTEA's matcha and coffee mushroom products in the functional mushroom beverage category.
- SuperFeast: SuperFeast is an Australia-based functional mushroom supplement brand offering similar adaptogenic mushroom products (Lion's Mane, Cordyceps, Reishi, Chaga). It is a direct competitor to DIRTEA in the broader functional mushroom supplement category.
- Om Mushrooms: Om Mushrooms is a US-based functional mushroom supplement brand offering mushroom extracts, powders, and capsules. It overlaps with DIRTEA's mushroom extract and supplement offerings, targeting similar health-conscious consumers.
- La Republica: La Republica is a UK-based mushroom coffee and functional beverage brand offering mushroom-infused coffee and latte products. It is a direct competitor to DIRTEA's coffee and matcha super blend lines in the UK market.
- Time Health: Time Health is a UK-based supplement brand offering a range of vitamins, supplements, and functional wellness products. It competes with DIRTEA in the UK health and wellness supplement market, including premium positioning and broader supplement lines.
Broad incumbents
- AG1 (Athletic Greens): AG1 is a broader incumbent in the daily nutrition and supplement category, offering a comprehensive greens and supplement formula. While not focused exclusively on mushrooms, it competes with DIRTEA for the same health-conscious consumer wallet share.
- Holland & Barrett: Holland & Barrett is the UK's largest health and wellness retailer, offering its own-brand and third-party supplements including mushroom products. It is a broad incumbent in the UK supplement channel where DIRTEA also competes for consumer spending.
Emerging players
- Hifas da Terra: Hifas da Terra is a European-based functional mushroom supplement brand with clinical focus and dual-extraction expertise. It is an emerging player with partial overlap with DIRTEA in the functional mushroom category, particularly in clinical-grade formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
DIRTEA social profiles
Digital presenceDIRTEA financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIRTEA leadership team
Management profileNumber of profiles
Profiles6 records
DIRTEA funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIRTEA 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 DIRTEA
What does DIRTEA do?
DIRTEA manufactures and sells functional mushroom extract gummies, matcha blends, coffees, and cacao super blend teas targeted at cognitive function, energy, immunity, and beauty benefits. The company retails directly to consumers via its own e-commerce storefronts in the US and UK and through major UK retail chains including Tesco, Boots, Whole Foods, and Planet Organic. Products feature up to 3,000mg of dual-extracted mushrooms per serving with +40% Beta Glucans content and are caffeine- and sugar-free.
Is DIRTEA a public or private company?
DIRTEA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DIRTEA founded?
DIRTEA was founded in 2021. It employs 1 to 10 people.
Where is DIRTEA based?
DIRTEA is headquartered in London, United Kingdom, in the Europe region.
How does DIRTEA make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are one-Time Product Sales and retail Distribution.
Who are DIRTEA's main competitors?
Direct peers on record are Four Sigmatic, MUD\WTR, Ryze Superfoods, SuperFeast, Om Mushrooms, La Republica and Time Health. Broad incumbents are AG1 (Athletic Greens) and Holland & Barrett. Hifas da Terra is listed as an emerging player.
Does DIRTEA have an API?
No public API is recorded for DIRTEA.
What industry is DIRTEA in?
DIRTEA's product category is Functional Mushroom Supplements. Its primary akta.pro industry code is CRADAGAD, Herbal & Botanical Supplements, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456191 and its SIC code is 2833.