Unlocking fungal force: Mushroom formulations green-lighted by Health Canada

27 Oct 2020 --- Havn Life Science has scored approval from Health Canada for six of its natural health product formulations, while NeonMind Biosciences has completed production of two out of four of its superfood mushroom coffee blends. These moves come as functional mushrooms are increasingly at the center of industry innovation.

“Functional mushrooms are increasing in popularity for their ability to increase mental clarity, as well as for their range of health benefits, including immune support and energy-boosting qualities,” says Penny White, CEO of Better Plant Sciences, the parent company and majority owner of NeonMind.

According to Innova Market Insights, supplements launched with mushroom ingredients have had an average annual growth of 13 percent between 2015 and 2019.

The top positioning is immune health, followed by energy & stamina and digestive or liver health. However, with average annual growth of 71 and 37 percent, respectively, the fastest-growing positionings are mental acuity, and brain or mood health.

NPD in this space has been especially strong in recent months. Eric Puro, CEO of Kääpä Biotech, previously told NutritionInsight that the mycological specialist had seen a 400 percent increase in sales during the COVID-19 pandemic.NeonMind’s mushroom instant coffee will embrace digital pathways like influencers and e-commerce.

Cognition, performance and immunity benefits
Havn Life’s formulations are the first products in a range of natural health products, set to be fully launched in 2021.

One of the six formulations given the green light by Health Canada is a mushroom mix containing lion’s mane, chaga, cordyceps and reishi.

It is touted as addressing cognitive function and regulation, human performance and immunity.

The five other individual formulations each focus on one key active ingredient that aids in stress management, memory and focus.

“We see tremendous consumer demand for natural health products that have the ability to enhance human performance and cognition,” says Gary Leong, chief scientific officer of Havn Life.

“Earning these approvals has put us on a path to deliver products by early 2021 and also validates the science behind Havn Life’s formulations. We are focused on harnessing the power of these plants and fungi and to scale our process effectively to meet the needs of researchers and consumers alike,” he adds.

Mushroom coffee ready for shipping
Also based in Canada, NeonMind is preparing to ship its first superfood instant coffees to a warehouse in early November.

The initial two formulas are an Ayurveda-inspired blend of reishi, lion’s mane, ashwagandha and turmeric with premium instant coffee.

According to the company, the medicinal mushrooms are antioxidant and nutrient-rich, with adaptogenic, immune-boosting properties.

The other two products are expected to ship to the warehouse in mid-November.

All the coffee blends must undergo third-party testing as required by Health Canada regulations. They have all been registered with Vancouver Coastal Health.Supplements launched with mushroom ingredients have had an average annual growth of 13 percent between 2015 and 2019.

Embracing digital outlets
Better Plant will then launch the extracts via an e-commerce website in late November. The company notes that it will rely heavily on influencer marketing to educate a broader consumer base on mushroom coffees’ taste and health benefits.

This closely follows Innova Market Insights’ announcement of “Age of the Influencer” as one of its Top Ten Trends for 2021. Endorsements and engagement with key social media personalities allow companies to access a captivated audience and gain valuable exposure.

The ongoing pandemic is also giving e-commerce even more of a leg-up as consumers seek to minimize their time in public spaces. Earlier this month, industry detailed how a second wave will impact online shopping.

Chr. Hansen also recently shared how e-commerce has been driving the growth of its human probiotics in North America and Asia.

By Katherine Durrell

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