When you see social media posts featuring a cup of coffee that looks like a regular mug of joe but has mushroom powder mixed in, it may seem a little suspicious. But it’s true: there is such a thing as mushroom coffee, and it’s a trend that’s gaining some traction in the wellness community.

What is mushroom coffee is a blend of regular coffee and extracts of medicinal mushrooms. Most commonly, chaga, cordyceps, lion’s mane and turkey tail mushrooms are dried and extracted then blended into ground coffee to make the product. It is usually marketed as a way to boost focus and immunity and reduce stress. Medicinal mushrooms have long been used as natural medicine for immune system support, stress relief and more. But many claims of health benefits made by mushroom coffee brands lack reliable evidence, and more human research is needed to confirm their effects.

What Is Mushroom Coffee? A Comprehensive Guide

The coffee usually tastes just like a regular cup of joe, but the added mushroom powder is said to give it a smooth and earthy flavor. Some brands even come in instant form or pods for easy brewing. The brew is also often touted as being lower in caffeine than regular coffee, which could be a selling point for people sensitive to the stimulant.

Though it’s safe to drink for most people, it’s not recommended for anyone who is allergic to mushrooms or has a history of digestive issues with them. Additionally, consuming mushroom coffee should be avoided while taking beta-blockers as it can reduce their effectiveness.

Scent-Based Branding for a Competitive Edge

Scent-Based Branding for a Competitive Edge is the only sense that bypasses cognitive thought, reaching straight to the brain’s limbic system—which manages emotions and memory—making it an effective tool in connecting and creating brand loyalty. By integrating a signature scent, businesses can create an immersive experience for their customers that is distinct from competitors—think of it as your olfactory logo, giving your business a unique identity.

Brand Experience through Scent

Whether it’s the smell of freshly brewed coffee or a sweet cinnamon aroma, a recognizable scent can increase customer dwell time, which ultimately leads to more sales and a positive feedback loop. Studies have shown that scent can elevate a customer’s intent to purchase by 80%.

Many businesses have jumped on the scent trend, using their signature fragrance to set them apart from competitors. For example, the Westin’s signature scent is a blend of white tea, vanilla, and cedar to create feelings of luxury and relaxation. Starbucks, meanwhile, uses the smell of freshly roasted coffee to encourage customer return visits and entice new visitors.

From retail to foodservice, a signature scent is an excellent way to communicate your business’s values and differentiate yourself from the competition. Depending on your industry and desired result, there are many options for scent-based branding—whether it’s an attention-grabbing, energizing fragrance to boost foot traffic or a more subtle, ambient aroma to provide an authentic brand experience, Mintel Consulting can help you find the perfect scent for your business.

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