India and US-based healthcare and wellness investment firm NDude Labs has led a $3 million Series A funding round in US functional wellness brand SuperMush.
The latest investment will be used by SuperMush to expand its product range, develop new formulations and strengthen its team and customer support operations. The company has not disclosed further details on the participating investors in the round.
SuperMush was founded in 2022 by Alli Schaper and Brian Friedman. The company develops functional wellness products using ingredients such as nootropics, adaptogens and functional mushrooms. Its current range includes products based on Shilajit, Creatine and Lion’s Mane.
SuperMush Funding
The funding comes as SuperMush has increased its presence in the US retail market. Over the past year, the company has expanded into more than 1,000 Target stores.
Its products are now available in more than 2,000 stores across the US, including outlets of Target and Sprouts. The brand also sells directly through its own website and through Amazon, giving it a mix of retail, direct-to-consumer and marketplace distribution.
SuperMush plans to continue expanding across these channels while putting part of the new capital into product development and formulations. The company also intends to increase its investment in customer support and team expansion.
Wellness Portfolio
SuperMush operates in the functional wellness segment, where products are marketed around ingredients associated with areas such as energy, focus and general wellbeing. The company uses nootropics, adaptogens and functional mushrooms across its product portfolio.
Its product range includes gummies containing Lion’s Mane as well as products featuring Shilajit and Creatine. The company is continuing to add products as it expands its retail distribution in the US.
The latest funding therefore comes alongside a broader expansion of the business rather than a shift to a new market. SuperMush is looking to use the additional capital across products, formulations, distribution channels and its operating team.
NDude Labs Investments
For NDude Labs, the SuperMush investment adds another company to its healthcare and wellness portfolio across India and the US.
The investment follows the firm’s recent investment in Nutriventia, a company operating in nutraceutical ingredients. The two investments place NDude Labs in businesses covering different parts of the broader healthcare and wellness market.
NDude Labs has not disclosed the financial details of its investment in SuperMush beyond its participation as the lead investor in the $3 million Series A round. The funding size gives SuperMush additional capital at a time when its US retail footprint is expanding.
About NDude Labs
NDude Labs is a healthcare and wellness investment firm operating across India and the US. It invests in businesses in the healthcare and wellness sectors and has backed companies including SuperMush and nutraceutical ingredients firm Nutriventia.
The available information does not specify the founding year, individual founders or a detailed ownership structure for NDude Labs. Its stated investment approach is focused on healthcare and wellness businesses in the two markets.
SuperMush Wider Reach
SuperMush now has a presence across more than 2,000 US retail stores, alongside its online channels. The expansion gives the company a larger distribution base for its existing products while its new funding provides capital for additional formulations.
The company plans to continue working across retail stores, direct sales and online marketplaces. How quickly the new funding translates into additional products and wider distribution will depend on its execution across these channels.
For NDude Labs, the SuperMush round adds to its activity in the healthcare and wellness investment space. The deal also gives the India-US investment firm exposure to a US consumer wellness brand with an established retail network.
