DIRTEA, the world’s leading and most trusted functional mushroom brand, is officially landing in the United States with a groundbreaking nationwide rollout in partnership with The Vitamin Shoppe®, America’s leading health and wellness retailer.
This milestone marks the first time DIRTEA’s award-winning functional mushroom gummies will be available coast-to-coast in the U.S., across all 640+ The Vitamin Shoppe and Super Supplements stores and online at vitaminshoppe.com, ushering in a new era where mushrooms move from niche wellness to mainstream daily ritual.
Since its launch in the UK, DIRTEA has redefined the functional mushroom category, building a cult following of loyal customers, celebrity fans, and wellness leaders who swear by its science-backed, premium formulations. Now, US consumers can experience the same groundbreaking innovation that made DIRTEA a global sensation.
From September 1st, Americans will get their first taste of the full award-winning DIRTEA gummy range, which includes:
● DIRTEA Chaga Gummies – Immune Support, Energy + Defence, 3,000mg per serving, lemon flavour
● DIRTEA Lion’s Mane Gummies – Focus, Memory + Cognition, 2,400mg per serving, apple flavour
● DIRTEA Cordyceps Gummies – Strength, Energy + Performance, 3,000mg per serving, mixed berries flavour
● DIRTEA Tremella Gummies – Hair, Skin + Nails, 3,000mg per serving, peach flavour
Vegan, sugar-free, and free from artificial additives, award winning DIRTEA Gummies are functional mushrooms made simple, delicious, and effective – wellness you actually look forward to.
The nationwide launch is supercharged by an integrated marketing and retail campaign spanning in-store experiences, digital activations, and targeted consumer education. This includes exclusive DIRTEA content on The Vitamin Shoppe’s platforms, curated email drops to millions of wellness consumers, bold social storytelling, and high-profile sampling activations in key markets such as New York and Florida.
DIRTEA Co-Founder Andrew Salter said:
“DIRTEA was built to lead this category – trusted, award-winning and science-backed from day one. Our gummies prove that wellness can be simple, sugar-free, delicious, and actually work. Launching nationwide with The Vitamin Shoppe in 640+ stores is more than distribution, it’s cultural validation. It’s the moment mushrooms move from niche wellness into everyday ritual, and DIRTEA is leading the way”.
Muriel Gonzalez, President of The Vitamin Shoppe, commented:
“At The Vitamin Shoppe, we are dedicated to bringing the most innovative, in-demand wellness solutions to our customers, so we are excited to introduce DIRTEA’s mushroom gummies to our industry-leading assortments. Gummies is one of The Vitamin Shoppe’s fastest-growing formats as consumers seek out convenient and great-tasting ways to take their favorite supplements. Our national launch of DIRTEA functional mushroom formulas gives customers a new, delicious way to support their focus, energy, immunity, and overall well-being with the science-backed benefits of mushrooms.”
This launch signals the beginning of a long-term partnership between DIRTEA and The Vitamin Shoppe, combining unrivalled product innovation with America’s most trusted wellness retail platform.
