DIRTEA, one of the UK’s most recognised functional mushroom brands, is entering a major new era as it launches nationwide in selected Tesco stores. This marks the brand’s first ever supermarket listing and a milestone moment for functional mushrooms entering the UK mainstream.
From January, Tesco will stock three of DIRTEA’s functional Super Blends, DIRTEA Coffee, DIRTEA Matcha, and DIRTEA Cacao (each available as a box of seven single-serve sachets) in 249 large Tesco stores across the UK, as well as online.
The listing represents a landmark step for DIRTEA and its mission to make functional wellness part of everyday life. Known for its distinctive brand and great-tasting ritual products, DIRTEA has built a loyal and growing community who incorporate its drinks into their daily routines.
Andrew Salter, Co-Founder of DIRTEA, says: “Seeing DIRTEA on Tesco shelves is a surreal moment for us, we started this brand to make functional mushrooms simple, accessible, and part of everyday life. Tesco stocking DIRTEA and making us their first functional mushroom brand is a huge step for the category. Millions of people can now experience these rituals as part of their normal shop. It’s a big moment for us, and for functional wellness as a whole.”
DIRTEA’s arrival in Tesco caps a breakthrough year for the brand, which has seen rapid category growth, high-profile partnerships and an accelerating cultural shift toward functional wellness.
Available in-store and online from Monday 19th January, DIRTEA’s functional mushroom sachets bring quality ingredients to supermarket shelves, providing an easy and enjoyable way to incorporate functional ingredients into your everyday coffee, matcha or hot chocolate ritual.
DIRTEA is a next-generation wellness brand focused on making functional mushrooms part of everyday routines. Founded in 2021 by brothers Simon and Andrew Salter, the brand creates thoughtfully formulated blends designed to fit seamlessly into modern lifestyles. Today, DIRTEA has built a nationwide community centred around simple, everyday rituals.
The DIRTEA range includes two core formats — Super Blends and Gummies — made with functional mushrooms, natural ingredients and a B-vitamin complex. DIRTEA Super Blends contain B vitamins which contribute to normal energy-yielding metabolism, the reduction of tiredness and fatigue, and the normal functioning of the nervous system and psychological function, as authorised under EU regulation. The range is designed to make daily wellness easy, accessible and enjoyable.
The three Super Blends to be stocked in Tesco are: DIRTEA Coffee, DIRTEA Matcha and DIRTEA Cacao and DIRTEA’s wider award-winning range includes:
DIRTEA’s award winning range includes:
An additional Super Blend:
4 Gummies:
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.
DIRTEA already operates through multiple channels including e-commerce, events, pop-ups, and partnerships with leading retailers. In the UK, these include Harrods, Selfridges, Boots, Planet Organic, Ocado, LOOKFANTASTIC, Daylesford Farm, Soho House, Holland & Barrett and Healf. In the US, DIRTEA is stocked in multiple nationwide locations, including The Vitamin Shoppe, Anthropologie, SoulCycle and Remedy Place.
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