DIRTEA Stirs Up Tesco’s Hot Drinks Aisle With Functional Mushroom Blends
Functional mushroom aficionado DIRTEA is celebrating a major retail win after being handed a listing by Tesco.
The supermarket heavyweight has moved to shake up its hot drinks offering by clearing shelf space for three of the brand’s ‘Super Blends’ across 250 stores.
Coffee, Cacao, and Matcha are the SKUs that will spearhead the partnership, each utilising time-tested mushrooms such as Lion’s Mane, Tremella and Reishi to deliver benefits across energy, focus, beauty, immunity, and more.
DIRTEA’s founders, Andrew and Simon Salter, say the listing signals a significant checkpoint in their long-standing mission to make functional fungi a staple in modern wellness routines.
“This milestone marks far more than distribution, it signals a pivotal moment for functional mushroom beverages entering mainstream retail,” DIRTEA wrote in an announcement.
“Partnering with one of the UK’s largest and most influential supermarkets validates consumer appetite for wellness innovation and demonstrates how fast the category is evolving.
“Access and awareness have historically been the barrier; now, both are accelerating at scale.
“Launching in Tesco is a testament to how far DIRTEA has come, from pioneering early adopters to reaching households across the country.
“It’s also a reminder that category leadership isn’t just about product; it’s about reshaping habits, narratives, and the nation’s relationship with wellbeing.
“This is just the beginning for DIRTEA.”
The trio of blends come in boxes of seven sachets and are retailing between £10–£15, with DIRTEA’s Matcha hybrid sitting at the top end of the scale.
At the time of writing, all three are featured in the retailer’s special Clubcard prices.
Fellow functional challenger Mission will join DIRTEA down the hot drinks aisle. The brand has also seen three of its benefit-driven brews earn space across 250 stores as Tesco leans further into the booming category.
According to Ocado, a fifth (22%) of UK adults have swapped out their morning tea or coffee for a functional drink such as matcha, herbal teas or mushroom-based powders.
That figure jumps to almost two fifths (39%) among Gen Zs. This reflects a broader shift, it says, driven by younger consumers towards ‘cleaner’ energy drinks with a lower caffeine content.
DIRTEA’s Super Blends can be found both in-store and online at Tesco. The wider range, including gummies and powders, is available direct via the brand’s website.
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