NDude Labs Invested 3 Million in SuperMush

The mushroom-focused company secured Series A funding to expand its product offerings and infrastructure.

Updated on Oct. 6, 2026 in Healthy Food

Bold vector editorial illustration of lion's mane mushrooms arranged neatly, representing a natural health-supplement startup. — Wellness brand SuperMush secured $3 million in Series A funding from NDude Labs to expand its retail footprint and diversify its product offerings. AI Illustration. Upload story photo >

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Is now a good time for supplement brands to focus on rapid physical retail expansion?

NDude Labs has invested $3 million into SuperMush, a wellness brand specializing in gummies. The funding follows a growth period for the startup, which currently has products available in over 2,000 retail locations across the United States.

Why it matters

SuperMush intends to use the capital to diversify its product portfolio and refine its formulations. The investment will also support the strengthening of the company's team and customer support infrastructure.

SuperMush products are currently available in more than 2,000 retail stores nationwide, including over 1,000 Target and Sprouts locations. The company also maintains a direct-to-consumer website and an Amazon storefront.

The players

NDude Labs

This investment firm previously provided funding to the nutraceutical ingredients company Nutriventia.

SuperMush

This wellness brand develops and sells various mushroom-based supplements and gummy products.

Alli Schaper

She is one of the co-founders who launched the SuperMush brand in 2022.

Brian Friedman

He is a co-founder of the health and wellness startup SuperMush.

The details

Founded in 2022, SuperMush offers a variety of health supplements including Lion's Mane, Creatine, and Shilajit gummies. The company's expansion strategy relies on scaling its internal operations alongside its retail footprint.

SuperMush was founded in 2022.
The company added Shilajit, Creatine, and Lion's Mane products within the past year.
The Series A funding was announced on October 6, 2026.

Culture Shift

The investment reflects the ongoing consumer shift toward functional supplements as a standard part of daily health routines. This capital influx signals that legacy retail giants are increasingly integrating niche wellness brands into their standard inventory.

Consumers can expect potential changes to the variety of gummy supplements available at their local Target and Sprouts locations as the brand expands its portfolio. The infusion of capital is designed to support the underlying infrastructure, potentially leading to improved product availability.

The takeaway

Functional supplements are moving from niche health markets into mainstream retail environments as investors bet on continued demand. Readers should monitor product labels and brand websites for new formula releases resulting from this funding.