Laird Superfood® Broadens Functional Coffee Portfolio By Adding Functional Mushrooms To Whole Bean and Decaf SKUs

Rhea-AI Summary

Laird Superfood (NYSE:LSF) has expanded its functional coffee portfolio with two new products: Perform Whole Bean Coffee and Perform Decaf Coffee. Both products feature functional mushrooms including chaga, lion's mane, maitake, and cordyceps to promote energy, focus, and balance.

The new offerings are USDA Organic and shade-grown at high altitudes. The whole bean variant includes Aquamin™, a calcified sea algae containing 72 trace minerals, while the decaf version uses the Swiss Water® Process for chemical-free caffeine removal. Both products are priced at $20 for 12-ounce bags and will be available on LairdSuperfood.com, with future distribution planned for select retailers and Amazon.

Positive

• Product line expansion targeting premium coffee consumers and growing functional beverage market
• New products are USDA Organic certified and include value-added functional mushrooms
• Strategic retail expansion planned through select retailers and Amazon

Negative

• Premium pricing at $20 per 12-ounce bag may limit mass market adoption

Insights

Consumer Goods Analyst

LSF expands product line with functional mushroom coffees, targeting premium consumers amid growing demand for adaptogenic beverages.

Laird Superfood's strategic launch of functional mushroom whole bean and decaf coffee variants represents a calculated expansion into the growing functional mushroom coffee segment. This product extension leverages the increasing consumer interest in adaptogenic beverages while simultaneously broadening the company's addressable market in two directions: premium coffee enthusiasts who prefer grinding their own beans and health-conscious consumers seeking reduced caffeine options.

The new offerings maintain LSF's core brand positioning with USDA Organic certification and premium sourcing methods (shade-grown, high-altitude, hand-picked), while differentiating through the functional mushroom blend (chaga, lion's mane, maitake, and cordyceps) and unique Aquamin™ mineral supplementation. These additions serve multiple strategic purposes: expanding shelf space in retail environments, increasing consumer touchpoints across different brewing preferences, and potentially commanding premium pricing at $20 per 12-ounce bag.

What's particularly noteworthy is how this launch aligns with broader consumer trends toward functional foods with perceived health benefits. The mushroom coffee category occupies an attractive intersection between premium coffee consumption and functional wellness products – two segments with demonstrated pricing resilience and growth potential despite inflationary pressures. While the immediate revenue impact may be modest, this expansion strengthens LSF's position in a high-growth niche that continues gaining mainstream acceptance.

Strategic Product Expansion Targets Premium Coffee Consumers and Growing Demand for Clean, Adaptogenic Beverages

BOULDER, Colo., July 9, 2025 /PRNewswire/ -- Laird Superfood, Inc. (NYSE: LSF), a leader in functional coffee, creamers, and superfood products made with simple, minimally processed ingredients, launched Perform Whole Bean Coffee and Perform Decaf Coffee, providing clean, functional mushroom coffee for every brew style.

Pairing coffee with functional mushrooms – including chaga, lion's mane, maitake, and cordyceps – promotes energy, focus, and overall balance. Like all Laird Superfood coffee, the new additions are USDA Organic, shade-grown at high altitudes and hand-picked, providing a smooth and rich flavor experience.

"Mushroom coffee continues to grow in popularity, and we're expanding our offerings to reach the full spectrum of coffee drinkers – from those who prefer grinding their own high-quality beans to those looking to minimize their caffeine intake," said Jason Vieth, CEO of Laird Superfood. "These new products cater to a range of lifestyles, widen our reach, and give retailers more reason to drive shoppers to the coffee aisle."

Organic Perform Functional Mushroom Whole Bean Medium & Dark Roast Coffee

Designed for those who prefer to grind their own coffee beans, Laird Superfood Perform Whole Bean is the brand's first functional whole bean coffee offering. It also contains Aquamin™, a calcified sea algae that contains 72 trace minerals, nutrients often lacking in our diets. It shows up as small white specks on the beans because it is helping the mushrooms adhere to the coffee beans.

Organic Decaf Perform Functional Mushroom Ground Medium Roast Coffee

Offering a better decaf experience – smooth, clean, and chemical-free, Laird Superfood Perform Decaf is decaffeinated using the Swiss Water^® Process – a premium, chemical-free method that removes 99.9% of caffeine while preserving the coffee's rich flavor and character.

These new mushroom coffees are available in 12-ounce bags for $20 at LairdSuperfood.com and will launch at select retailers and on Amazon at a later date. For more information about new products, follow @LairdSuperfood on Instagram and @LairdSuperfood on TikTok.

About Laird Superfood®
Laird Superfood is a minimally processed food brand dedicated to fueling active lifestyles with superfood products that support energy, endurance, and overall well-being. Founded in 2015 by world-renowned big wave surfer Laird Hamilton, the brand was born from his personal mission to find a better morning routine that could improve and sustain his performance while out catching waves. Alongside his wife, former professional beach volleyball legend, bestselling author and fitness icon Gabby Reece, the brand has expanded from superfood creamers to offer instant lattes, coffees, bars, prebiotic daily greens, and more. Laird Superfood is committed to offering simple ingredients and minimally processed foods that can help fuel people from sunrise to sunset.

PRESS CONTACT
Alafair Hall
alafair@stanton-company.com
415-730-9044

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SOURCE Laird Superfood

FAQ

What new products did Laird Superfood (LSF) launch in July 2025?

Laird Superfood launched Perform Whole Bean Coffee and Perform Decaf Coffee, both featuring functional mushrooms including chaga, lion's mane, maitake, and cordyceps.

What functional ingredients are included in LSF's new mushroom coffee products?

The products contain four functional mushrooms (chaga, lion's mane, maitake, and cordyceps) and Aquamin™, a calcified sea algae with 72 trace minerals (in the whole bean version).

How much do Laird Superfood's new mushroom coffee products cost?

The new mushroom coffee products are priced at $20 for 12-ounce bags.

Where can consumers buy LSF's new functional mushroom coffee products?

The products are initially available on LairdSuperfood.com, with future distribution planned for select retailers and Amazon.

What decaffeination process does LSF use for their new decaf mushroom coffee?

Laird Superfood uses the Swiss Water® Process, a premium, chemical-free method that removes 99.9% of caffeine while preserving the coffee's flavor.