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Swedish functional mushroom coffee brand blends health with hygge

Swedish firm Rå Hygge has launched functional coffee made with the nootropic mushroom, tremella, that is said to promote digestive health thanks to its lower acidity.

Founded by Finnish entrepreneur Irina Sandberg, Rå (pronounced Raw) Hygge offers an alternative to mainstream coffee with an organic blend that is “supercharged" with ingredients like the functional mushroom, Tremella, which has so far remained niche among Western consumers.

“By employing a combination of educational marketing, strategic partnerships, transparent communication, and targeted digital campaigns, we can effectively raise consumer awareness of Tremella mushroom coffee also in the Western part of the world where Traditional Chinese Medicine and medicinal mushrooms are not that well-known,” said Sandberg.

“Engaging consumers through informative and interactive approaches will help establish Tremella as a valued superfood in the health and wellness industry.”

Functional mushrooms are on trend – regulations are a barrier

Rå Hygge’s coffee comes at a time when key consumer demographics are shifting with Justdrinks noting that 20% of Gen Z and Millennials are now drinking nootropic or functional drinks.

However, when asked about specific mushrooms, YouGov data compiled on the UK market found that only 18% had heard of lion’s mane, 7% had heard of cordyceps, and even fewer have heard of reishi (3%), tremella (2%) or chaga (1%).

It could be argued that consumer preferences are not always the driving factor, as EU regulations and country-specific food authorities can restrict the use of certain ingredients.

“Despite our desire to include a variety of beneficial ingredients, some are not permitted in the EU or our region,” said Sandberg. “In the Nordics, we adhere strictly to regulations, and our food authorities are quick to intervene if an ingredient is listed as novel.

“For instance, when I first launched chaga mushroom coffee in Finland, we were initially able to sell it as a beverage thanks to Finland’s exemption from the novel food list, owing to the country’s long history of consuming chaga as a drink. However, under pressure from other Nordic countries, Finland later restricted chaga’s use, prohibiting its inclusion in coffee and only to be used as a supplement.”

Health benefits of consuming a low-acid coffee

However, this has not hampered product innovation globally. Upraising, DIRTEA, Spacegoods, and Four Sigmatic are four companies that have appeared on the scene, eager to "upgrade" of popular foods and beverages with ingredients like functional mushrooms.

“Companies like ours, which seem to sprout up like mushrooms in the forest this time of year, are transforming everyday consumables into nutrient-dense, functional products,” she said.

Explaining the health benefits from consuming a low-acid coffee, Sandberg said: “[This] coffee is particularly beneficial for individuals with digestive issues, acid reflux or GERD [gastroesophageal reflux disease], and those following specific dietary preferences or alkaline and healthy lifestyle diet followers.

“Additionally, there is a growing trend of younger people experiencing health challenges due to nutrient-poor diets, increased food toxicity, and hectic lifestyles, which can negatively impact gut and hormonal health.”

Brand draws on Nordic hygge tradition to resonate with consumers

Sandberg said that by making mindful lifestyle choices early on, individuals can strengthen their immune systems, better protect against harmful pathogens, and potentially reduce the risk of lifestyle-related illnesses that are prevalent in older generations.

“There is fortunately a growing emphasis on preventive health care, with people looking to integrate nutrient rich ingredients and functional foods into their diets to support long-term wellness.”

Along with the health benefits of tremella mushroom coffee, Sandberg has also added an element of tradition and history with the Nordic hygge tradition – creating an atmosphere that is welcoming and cosy – that emphasises holistic well-being.

According to the founder of the Danish Happiness Research Institute in Copenhagen, Meik Wiking, Danes gave the highest score for things they associate with the concept of hygge. Here hot drinks attained a score of 86%, with coffee achieving first place.

“By embracing the essence of hygge – a concept centred on cosiness and comfort – this coffee offers more than just a beverage; it provides a feeling.

“The use of tremella mushroom aligns perfectly with the modern health-conscious lifestyle, while the Nordic roots of Rå Hygge add a layer of authenticity that enhances its appeal.

“Hence our brand name Hygge with Rå in front indicating healthier hygge foods and drinks.”