Health and wellness-focused investment firm NDude Labs has led a $3 million Series A funding round in SuperMush, a US-based functional wellness brand, as the company looks to expand its product portfolio and strengthen its market presence.
The funding will be used to develop new products, invest in formulations using research-backed ingredients, and strengthen the company’s team and customer support infrastructure.
Founded in 2022 by Alli Schaper and Brian Friedman, SuperMush makes functional wellness products featuring ingredients such as nootropics, adaptogens and functional mushrooms. The company is targeting consumers seeking products designed to support cognitive performance, physical activity and general wellbeing.
Over the past 12 months, SuperMush has expanded its distribution to more than 1,000 Target stores in the US, while maintaining sales through its website and Amazon. Its products are available in more than 2,000 retail stores nationwide, including outlets of Target and Sprouts.
The company has also expanded its product range with the launch of Shilajit, Creatine and Lion’s Mane gummies, broadening its offerings in the functional supplement market.
Vikram Sehgal, chief operating officer at NDude Labs, said the investment would provide SuperMush with capital and operational support to scale its business. He added that the firm focuses on companies developing differentiated products backed by scientific research.
SuperMush chief executive and co-founder Alli Schaper said the partnership would help the company reach more consumers and build a globally recognised brand.
Co-founder Brian Friedman said the company aims to become a leading premium functional supplement brand, focusing on clinically studied ingredients and formulations designed for active lifestyles.
The investment follows NDude Labs’ recent backing of Nutriventia, a nutraceutical ingredients company. The move reflects the investment firm’s continued focus on health and wellness businesses developing research-led products.
SuperMush plans to expand across retail stores, online marketplaces and its direct-to-consumer business as it seeks to strengthen its position in the growing functional wellness sector.
