DIRTEA launches in the UK

Functional mushroom brand DIRTEA is launching in the UK in selected Tesco stores, marking the brand’s first-ever supermarket listing and a significant step in bringing functional mushrooms into 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.

DIRTEA is available in-store and online from 19th January.