NDude Labs leads $3M Series A into US mushroom gummy brand SuperMush
The India- and US-based wellness investor's check will go toward new formulations, product expansion and a bigger team as SuperMush pushes past 2,000 US retail doors.
India- and US-based healthcare and wellness investment firm NDude Labs has led a $3 million Series A in SuperMush, a US-based functional wellness brand.
SuperMush develops wellness products built on ingredients such as nootropics, adaptogens and functional mushrooms. Its portfolio includes Shilajit, Creatine and Lion's Mane gummies — a mix that places it squarely in the crowded functional-confectionery aisle rather than in the pill-and-powder segment.
The fresh capital will be used to expand SuperMush's product portfolio, invest in formulations and strengthen its team and customer support infrastructure. The company also plans to expand its presence across retail, direct-to-consumer and marketplace channels while investing in new products and formulations.
Founded in 2022 by Alli Schaper and Brian Friedman, the brand has spent the past year moving aggressively onto shelves. Over that period it expanded to more than 1,000 Target stores, and it now has a retail presence across more than 2,000 stores in the US, including Target and Sprouts, alongside sales through its own website and Amazon.
That distribution footprint is the most revealing part of the raise. Functional mushroom products have proliferated online, but winning shelf space at national chains requires the kind of supplier scale, packaging and inventory discipline that a $3 million round can only partly fund. SuperMush's stated plan — pushing further into retail, DTC and marketplaces at the same time — suggests it is betting that brand awareness built on shelves will feed its own channels rather than cannibalise them.
The round also says something about the investor. NDude Labs invests in healthcare and wellness businesses across India and the US, and this deal is its second recent move in the sector: the firm's investment comes after its recent backing of nutraceutical ingredients company Nutriventia. For an India-based investor, a US consumer brand with national retail distribution offers a different kind of exposure than an ingredients supplier — one tied to end-consumer demand rather than B2B contracts.
The size of the check is modest by US wellness standards, where growth-stage brands routinely raise eight figures. But Series A rounds in functional food and supplements have increasingly been structured around a single question: can a brand prove it can hold distribution once it gets it? SuperMush's answer, for now, rests on how well its gummies sell through more than 2,000 doors and whether the new formulations it funds can keep the range relevant enough to earn more.
No valuation for the round was disclosed.