DIRTEA, the UK’s leading functional mushroom brand, announces a series of major retail partnerships, further cementing its position as the go-to brand for high-quality functional mushroom products.
Marking a significant milestone in DIRTEA’s mission to make the benefits of functional mushrooms more accessible across the UK, a growing range of best-selling products will now be available in Urban Outfitters UK, Harrods, Ocado, Whole Foods, and Boots.
Each partnership underscores the growing demand for functional mushrooms and their seamless integration into mainstream retail spaces, with new retail partnerships including:
- Urban Outfitters UK – A curated selection of DIRTEA’s most popular products, including Tremella and Cordyceps Mushroom Powders, Coffee, and Matcha, will be available online and in UK stores. This collaboration highlights the mainstream appeal of functional mushrooms among trend-conscious consumers.
- Harrods – Shoppers at the world’s most prestigious department store can now find 240g pouches—DIRTEA’s family pack size—of Lion’s Mane, Chaga, Reishi, and Tremella, catering to those seeking premium wellness offerings.
- Ocado – DIRTEA is expanding its presence on the UK’s leading online supermarket, now offering Tremella, Lion’s Mane, and Cordyceps Gummies for convenient daily use.
- Whole Foods – The range will now include DIRTEA Gummies (Lion’s Mane, Chaga, Cordyceps, and Tremella) as well as Super Blends sachets of Matcha, Coffee, and Cacao.
- Boots – Following a successful launch, Boots is extending its DIRTEA range to include sachets of Matcha, Coffee, and Cacao across 102 stores.
“These exciting partnerships mark a big step forward for DIRTEA,” said Andrew Salter, Co-Founder of DIRTEA. “From luxury retailers to high-street favourites, we’re proud to see our products reaching more people and becoming part of their everyday wellness routines.”
DIRTEA continues to lead the way in the functional mushroom space, offering expertly formulated products that combine efficacy with great taste.
-ENDS-
For further information on the DIRTEA range, interview time with DIRTEA founders Simon and Andrew Salter, or high-res imagery, email: ashley@jvpublicity.com
NOTES TO EDITORS:
About DIRTEA:
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 Powders, Super Blends, and Gummies, 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.
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
The current DIRTEA range includes 5 Pure Mushroom Powders:
- DIRTEA Lion’s Mane for focus, memory and digestion
- DIRTEA Chaga for defence, skin and energy
- DIRTEA Reishi for calm, sleep and immune health
- DIRTEA Cordyceps for energy, performance and balance
- DIRTEA Tremella for beauty, skin and hydration
4 Gummies:
- Lion’s Mane Gummies – The Focus Gummies
- Cordyceps Gummies – The Performance Gummies
- Chaga Gummies – The Energy Gummies
- Tremella Gummies – The Beauty Gummies
Founded by brothers, Simon and Andrew Salter, DIRTEA launched in 2021, and has since amassed a legion of high-profile brand fans, including Rita Ora, Bear Grylls (Investor & Global Ambassador), Fearne Cotton, Charlotte Tilbury, David Gandy, Benedict Cumberbatch, Davinia Taylor, Millie Mackintosh, and Idris Elba. In addition, the DIRTEA range has won and been shortlisted for a number of prestigious awards, including:
- DIRTEA Coffee was awarded ‘Best for Mornings’ in the 2025 Harper’s Bazaar Wellbeing Awards
- DIRTEA Lion’s Mane was awarded ‘Best Overall’ in IndyBest’s Best Mushroom Supplements
- DIRTEA Lion’s Mane Gummies was shortlisted for Best Wellness/Supplement Game Changer in the 2024 Telegraph Beauty Awards
- DIRTEA Coffee was awarded ‘Best for Simplicity’ by the Good Housekeeping Institute
- DIRTEA Lion’s Mane Gummies was awarded ‘Best for Focus’ in the 2024 Tatler Beauty Awards.
- 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 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, Boots, Selfridges, Planet Organic, Ocado, LOOK FANTASTIC, Daylesford Farm, Victoria Health, Oliver Bonas, John Lewis, Holland & Barrett, Healf, and KX Members Club.
