SuperFeast
SuperFeast is an Australian-founded, privately held brand that produces and sells Di Dao medicinal mushroom and tonic-herb supplements to health-conscious consumers via dual Shopify D2C storefronts in Australia and the US, supplemented by a wholesale channel.
- Company typePrivate
- Founded2011
- HeadquartersByron Bay, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SuperFeast does
SuperFeast is an Australian-founded, privately held brand that produces and sells Di Dao ("authentic Daoist-origin") medicinal mushrooms and tonic herbs to health-conscious consumers. Its core product technology is a 10:1 full-spectrum dual-extract produced via the proprietary Huo Hou method, applied across a portfolio that spans Signature Blends (JING, QI, SHEN, Neural Nectar, I Am Gaia), standalone Medicinal Mushrooms, single Tonic Herbs, Bundles, and lifestyle/gift SKUs; the line was extended in 2025 with a Tremella Matcha functional-beverage launch. The company is vertically responsible for formulation, extraction, and packaging, with a physical warehouse in Mullumbimby, NSW, and products are TGA Listed on the Australian Register of Therapeutic Goods, lending regulatory standing to domestic health-positioning.
The business operates a dual-channel go-to-market. The primary engine is direct-to-consumer e-commerce, executed through two localized Shopify storefronts — superfeast.com.au for Australia and superfeast.com for the United States — with consumer pricing spanning approximately $44 to $373 per unit, an effective AOV in the $100-$150 band, free-shipping thresholds at $150 AUD, and checkout integrations including Afterpay and Shop Pay. A secondary wholesale/stockist programme distributes product through third-party retail partners, and a content ecosystem comprising a podcast, educational courses, and a "SuperHumans" community supports funnel conversion, retention, and brand authority.
The company is founder-led by Mason Taylor, who is positioned publicly as Master Herbalist and the steward of the brand's 2,000-year-old Daoist-heritage methodology. Distribution is trans-Pacific across Australia and the US; the US market is served via a dedicated storefront rather than through Australian export only. No institutional funding rounds, revenue figures, or headcount data are publicly disclosed, and the brand's profile (11,000+ five-star reviews, placements in Vogue, Harper's Bazaar, and Rolling Stone) points to a premium, content-led D2C operator rather than a venture-backed scale-up.
SuperFeast firmographics
Firmographics- Name
- SuperFeast
- Legal name
- SuperFeast
- Website
- https://superfeast.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SuperFeast is an Australian-founded, privately held brand that produces and sells Di Dao medicinal mushroom and tonic-herb supplements to health-conscious consumers via dual Shopify D2C storefronts in Australia and the US, supplemented by a wholesale channel.
- Ownership category
- akta.pro rank
Where SuperFeast is headquartered
LocationHeadquarters
- HQ city
- Byron Bay
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SuperFeast business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales of medicinal mushrooms, tonic herbs, and blends through their Australian website and US store. Products sold as powders, capsules, and bundles with various size options. Revenue generated through individual purchases with tiered pricing based on size.
- Wholesale Distribution: Wholesale program for retail stockists. Separate wholesale login and enquiry system available. Products distributed through approved stockists.
- Subscription Model: Subscription purchase option available for repeat orders with deferred or recurring purchase model mentioned on product pages.
- Affiliate Program: Affiliate program for marketing partners to earn commissions on referred sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lion's Mane Mushroom Extract - Powder |
| Unit Pricing | Pay-as-you-go | Mason's Mushrooms Blend |
| Unit Pricing | Pay-as-you-go | JING Herb Blend |
| Unit Pricing | Pay-as-you-go | Ashwagandha Capsules |
| Unit Pricing | Pay-as-you-go | MSM Powder |
| Unit Pricing | Pay-as-you-go | Schisandra Berry Extract |
| Unit Pricing | Pay-as-you-go | Eucommia Bark Extract |
| Unit Pricing | Pay-as-you-go | Deer Antler Velvet Extract |
| Unit Pricing | Pay-as-you-go | Reishi Mushroom Extract |
| Unit Pricing | Pay-as-you-go | Bundle Products (10% savings) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
SuperFeast product offering
Product offeringCore offering
SuperFeast produces and sells Di Dao medicinal mushroom and tonic herbal extracts in powdered and capsule form, crafted using the traditional Huo Hou extraction method. The company sells its products direct-to-consumer through its Australian and US e-commerce stores, and distributes wholesale to stockists and clinics.
Product overview
SuperFeast is an Australian company specializing in premium Di Dao medicinal mushrooms and tonic herbs, offering both single-ingredient extracts and curated blend formulations. The product portfolio centers on two main categories: medicinal mushroom powdered extracts (Lion's Mane, Reishi, Tremella, Chaga, Turkey Tail, Cordyceps) and tonic herb blends (JING, QI, SHEN, Ashwagandha, Schisandra, Eucommia Bark, Deer Antler, MSM). These are available in powder, capsule, and bundle formats. Signature blends like Mason's Mushrooms (8-mushroom formula), Neural Nectar (nootropic blend), and I Am Gaia (women's health) combine multiple ingredients for targeted benefits. Bundles such as The Starter Pack, Mushroom Essentials Pack, Brain Gains Pack, and the Three Treasures Bundle group complementary products for specific health intentions (energy, cognition, stress, immunity, etc.). Lifestyle accessories include Gua Sha tools, tongue scrapers, and storage jars. Products are sourced using traditional Di Dao principles and prepared as full-spectrum 10:1 extracts using Taoist methods.
Differentiator
Problem solved
Functional benefit
Brands
- Mason's Mushrooms: A signature blend of 8 medicinal mushrooms formulated by founder Mason Taylor
- QI Blend
- JING Blend
- SHEN Blend
- Neural Nectar
- I Am Gaia
- Tremella Matcha
Quantifiable outcome
- 11k+ verified 5-star customer reviews with average ratings of 4.7-4.9 stars
- +1 more outcomes
Companies that use SuperFeast
Customer profileSegments4 records
Ideal customer profiles2 records
SuperFeast technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
SuperFeast partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
SuperFeast competitors and assessment
Company assessmentDirect peers
- Four Sigmatic: Four Sigmatic sells mushroom-based coffee, elixirs, and supplements DTC globally. Directly comparable to SuperFeast on product category (medicinal mushrooms), DTC model, and health-conscious consumer target.
- Sun Potion: Sun Potion sells single-ingredient and blended tonic herb and mushroom powders with a strong sourcing/transparency narrative. Closely mirrors SuperFeast's Dì Dào-style authenticity positioning and premium extract format.
- Moon Juice: Moon Juice sells premium adaptogen and "Foodie Pharm" supplements DTC with strong editorial/celebrity brand presence. Comparable to SuperFeast on premium positioning, adaptogen/herbal product mix, and fashion-press media coverage.
- MUD\WTR: MUD\WTR is a mushroom-and-adaptogen coffee alternative brand sold DTC. Directly comparable on functional mushroom and adaptogen category, DTC subscription model, and wellness consumer targeting.
- Organifi: Organifi sells superfood/adaptogen green juice and supplement blends DTC. Comparable to SuperFeast on adaptogen blends, content-led community growth, and premium DTC positioning.
- Rasa: Rasa makes adaptogenic coffee alternatives with a focus on herbal formulation. Comparable to SuperFeast on adaptogenic ingredients, DTC model, and content/community-led growth in the functional wellness category.
Regional players
- Tropeaka: Tropeaka is an Australian health and wellness brand selling superfood, protein, and supplement products. Comparable to SuperFeast as a fellow Australian premium wellness brand operating in the same home market with similar consumer overlap.
Broad incumbents
- Gaia Herbs: Gaia Herbs is an established US herbal supplement brand with broad botanical product lines. Comparable to SuperFeast as a larger incumbent in the herbal extract category, though it operates at a wider scale and lower price point.
- Laird Superfood: Laird Superfood sells plant-based functional food and beverage products including mushroom blends. Comparable to SuperFeast on functional ingredient categories and DTC distribution, though it operates more broadly across coffee/dairy alternatives.
Emerging players
- Apothekary: Apothekary is a DTC herbal supplement brand positioned around tinctures and "plant-based pharmacy" branding. Comparable to SuperFeast on DTC herbal supplements, premium positioning, and wellness consumer targeting, though focused on tinctures rather than powders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SuperFeast social profiles
Digital presenceSuperFeast compliance and trust
Trust signalCompliance1 record
SuperFeast financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperFeast leadership team
Management profileNumber of profiles
Profiles1 record
SuperFeast funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperFeast 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 SuperFeast
What does SuperFeast do?
SuperFeast produces and sells Di Dao medicinal mushroom and tonic herbal extracts in powdered and capsule form, crafted using the traditional Huo Hou extraction method. The company sells its products direct-to-consumer through its Australian and US e-commerce stores, and distributes wholesale to stockists and clinics.
Is SuperFeast a public or private company?
SuperFeast is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SuperFeast founded?
SuperFeast was founded in 2011. It employs 11 to 50 people.
Where is SuperFeast based?
SuperFeast is headquartered in Byron Bay, Australia, in the Oceania region.
How does SuperFeast make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, subscription Model and affiliate Program.
Who are SuperFeast's main competitors?
Direct peers on record are Four Sigmatic, Sun Potion, Moon Juice, MUD\WTR, Organifi and Rasa. Tropeaka is listed as a regional player. Broad incumbents are Gaia Herbs and Laird Superfood. Apothekary is listed as an emerging player.
Does SuperFeast have an API?
No public API is recorded for SuperFeast.