This milestone marks the first time DIRTEA’s award-winning functional mushroom gummies will be available coast-to-coast in the U.S., across all 640+ The Vitamin Shoppe and Super Supplements stores and online at vitaminshoppe.com, ushering in a new era where mushrooms move from niche wellness to mainstream daily ritual.
Since its launch in the UK, DIRTEA has redefined the functional mushroom category, building a cult following of loyal customers, celebrity fans, and wellness leaders who swear by its science-backed, premium formulations. Now, US consumers can experience the same groundbreaking innovation that made DIRTEA a global sensation.
From September 1st, Americans will get their first taste of the full award-winning DIRTEA gummy range, which includes:
- DIRTEA Chaga Gummies – Immune Support, Energy + Defence, 3,000mg per serving, lemon flavour
- DIRTEA Lion’s Mane Gummies – Focus, Memory + Cognition, 2,400mg per serving, apple flavour
- DIRTEA Cordyceps Gummies – Strength, Energy + Performance, 3,000mg per serving, mixed berries flavour
- DIRTEA Tremella Gummies – Hair, Skin + Nails, 3,000mg per serving, peach flavour
Vegan, sugar-free, and free from artificial additives, award winning DIRTEA Gummies are functional mushrooms made simple, delicious, and effective – wellness you actually look forward to.
The nationwide launch is supercharged by an integrated marketing and retail campaign spanning in-store experiences, digital activations, and targeted consumer education. This includes exclusive DIRTEA content on The Vitamin Shoppe’s platforms, curated email drops to millions of wellness consumers, bold social storytelling, and high-profile sampling activations in key markets such as New York and Florida.
DIRTEA Co-Founder Andrew Salter said:
“DIRTEA was built to lead this category – trusted, award-winning and science-backed from day one. Our gummies prove that wellness can be simple, sugar-free, delicious, and actually work. Launching nationwide with The Vitamin Shoppe in 640+ stores is more than distribution; it’s cultural validation. It’s the moment mushrooms move from niche wellness into everyday ritual, and DIRTEA is leading the way”.
Muriel Gonzalez, President of The Vitamin Shoppe, commented:
“At The Vitamin Shoppe, we are dedicated to bringing the most innovative, in-demand wellness solutions to our customers, so we are excited to introduce DIRTEA’s mushroom gummies to our industry-leading assortments. Gummies is one of The Vitamin Shoppe’s fastest-growing formats as consumers seek out convenient and great-tasting ways to take their favorite supplements. Our national launch of DIRTEA functional mushroom formulas gives customers a new, delicious way to support their focus, energy, immunity, and overall well-being with the science-backed benefits of mushrooms.”
This launch signals the beginning of a long-term partnership between DIRTEA and The Vitamin Shoppe, combining unrivalled product innovation with America’s most trusted wellness retail platform.
DIRTEA is the next generational leader in wellness dedicated to empowering people to take control of their wellbeing, with a range of high-quality and pure functional mushroom products. They are the gateway to better health, creating products that help people feel good and live better.
DIRTEA consists of a growing product line of super mushroom-infused Gummies and Super Blends, crafted using the highest quality ingredients. Each product in the DIRTEA range offers wellness benefits to help users achieve their health goals, including enhanced energy, focus, immunity, skin health, and help you feel calm.
DIRTEA’s award winning range includes:
4 Gummies:
- Lion’s Mane Gummies – The Focus Gummies
- Cordyceps Gummies – The Performance Gummies
- Chaga Gummies – The Energy Gummies
- Tremella Gummies – The Beauty Gummies
4 Super Blends:
- DIRTEA Coffee for energy, focus and immunity
- DIRTEA Matcha for energy, focus and skin
- DIRTEA Cacao for calm, immunity and focus
- DIRTEA Chai for energy, focus and calm
Founded by brothers, Simon and Andrew Salter, DIRTEA launched in 2021, and has since amassed a legion of high-profile brand fans, including Roxie Nafsoui, Rita Ora, Bear Grylls (Investor & Global Ambassador),Charlotte Tilbury, David Gandy, Benedict Cumberbatch, Davinia Taylor, and Idris Elba. The brand’s credibility is further reinforced by its Chief Science Officer, renowned neuroscientist Dr. Tara Swart, who brings world-class expertise and scientific authority to DIRTEA’s formulations and education. In addition, the DIRTEA range has won and been shortlisted for a number of prestigious awards, including:
DIRTEA Gummies:
- DIRTEA Lion’s Mane Gummies was awarded ‘Best for Focus’ in the 2024 Tatler Beauty Awards.
- DIRTEA Tremella Gummies won gold in the Beauty category for Skin, Hair and Nails in the 2025 Wellness From Within Awards, with judge Gabriella Peacock commenting, DIRTEA Tremella Gummies offer a scientifically supported formulation with high-quality ingredients, positive user testimonials, and a commitment to eco-friendly practices. They’re a solid choice for individuals looking to support their skin, hair, and nails.
- DIRTEA Lion’s Mane Gummies won for Best for Brain Health in the Get the Gloss Wellness Awards 2025
- DIRTEA Gummies won the Hip and Healthy Best Health Gummies award 2025
- DIRTEA Lion’s Mane Gummies was shortlisted for Best Wellness/Supplement Game Changer in the 2024 Telegraph Beauty Awards
DIRTEA Super Blends and Pure Powders:
- DIRTEA Cacao won gold in the Better Sleep category in the 2025 Wellness From Within Awards
- DIRTEA Matcha won “Best wellness drink” in the Get the Gloss Wellness Awards 2025
- DIRTEA Coffee won the Hip and Healthy Best Wellness Drinks award
- DIRTEA Coffee was awarded ‘Best for Mornings’ in the 2025 Harper’s Bazaar Wellbeing Awards
- DIRTEA Coffee was awarded ‘Best for Simplicity’ by the Good Housekeeping Institute
- DIRTEA Cacao was awarded ‘Best Mushroom Wellness Drink’ in the 2024 Beauty Shortlist Wellbeing Awards
- DIRTEA Matcha and DIRTEA Lion’s Mane was awarded ‘Best Wellness Tea (Mushroom)’ in the 2024 Beauty Shortlist Wellbeing Awards
- DIRTEA Cacao was a finalist in the 2024 Get the Gloss Awards as the best destress helper
- DIRTEA Lion’s Mane was awarded ‘Best Overall’ in IndyBest’s Best Mushroom Supplements
- DIRTEA Reishi was shortlisted in the 2023 Vogue Beauty Awards.
- DIRTEA Matcha Super Blend was awarded ‘Best for Focus’ in the 2023 Tatler Beauty Awards.
- DIRTEA Cordyceps was highly recommended in the 2023 Men’s Fitness and Women’s Fitness Nutrition Awards.
DIRTEA currently operates through various channels, including e-commerce, events, pop-ups, and partnerships with leading retailers in the UK, including, Harrods, Selfridges, Boots, Planet Organic, Ocado, LOOK FANTASTIC, Daylesford Farm, Soho House, Holland & Barrett, Healf.
Instagram: @dirteaworld
TikTok: @dirteaworld
About The Vitamin Shoppe®:
Lifelong Wellness Starts Here™. The Vitamin Shoppe® is a global, omnichannel specialty retailer and wellness lifestyle Company with the mission of providing customers with the most trusted products, guidance, and services to support them on their journeys of lifelong wellness. Based in Secaucus, New Jersey, the Company offers a comprehensive assortment of nutritional solutions, including vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies, and green living products. In addition to carrying products from approximately 700 national brands, The Vitamin Shoppe offers products from its proprietary brands within its owned and wholesale channels, including: The Vitamin Shoppe®, Vthrive The Vitamin Shoppe®, BodyTech®, BodyTech® Elite, plnt®, ProBioCare®, True Athlete®, and Whole Health Rx™. In the U.S., the Company conducts business through over 640 company-operated retail stores under The Vitamin Shoppe and Super Supplements™ banners and via its website, www.vitaminshoppe.com. Globally, The Vitamin Shoppe serves customers in select Asia, South America, and Central America markets through local omnichannel partners.
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JV Publicity
