MUD\WTR

We are thrilled to share some big news—MUD\WTR is now available at Metropolitan Market! This is a huge step for us in making our unique blend more accessible and in introducing more people to a mindful approach to their daily rituals. Metropolitan Market is known for their commitment to quality and community, making them the perfect home for MUD\WTR. Come find us on the shelves and see for yourself how MUD\WTR can transform your morning routine with its thoughtful blend of ingredients designed for focus, vitality, and overall well-being. We're excited to be part of your journey towards a more intentional and inspired day. Stop by, pick up a bag, and start your mornings with us at Metropolitan Market!

Over the past 6 years we've made hundreds of ads. An effective ad is siilar to an arrow: sharp at the tip to pierce attention, rounded in the middle to maintain trajectory, and soft at the end to hit the target. An arrow can’t be fired backward; it goes from sharp to soft for a reason. Just like an arrow, a brand message needs to start with something that grabs attention before it can soften to meet broader needs. Let me know how you approach creative and brand positioning in the comments.

Try drinking less caffeine for a week and bring in some functional mushrooms. Your mind will thank you. Curious, how much caffeine do you drink daily?

"You're only as young as the last time you changed your mind." Timothy Leary When was the last time you changed yours?

Two-year-olds know what is up...

I've been reflecting a lot about why MUD\WTR exists. Because with scale & success comes competition. And with competition comes comparison. You can quickly forget why you started the company to begin with and become obsessed over product specs and benefits. Starting with a meaningful why is important. Continuing to beat the 'who you are' and 'why you're here' drum is even more so. Around the launch of the 'Think Different' campaign Steve Jobs famously said, “Remember, Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company. In their ads, they don’t ever talk about their products. They don’t ever tell you about their air soles and why they’re better than Reebok’s air soles. What does Nike do? They honor great athletes and they honor great athletics. That’s who they are, that’s what they are about.” Talking about product benefits and specs has a time and a place. We'll continue to do it. But, I want it to be layered atop the foundation of purpose -- so we made a little piece that talks about MUD\WTR without talking about MUD\WTR. Give it a watch, would love to hear your thoughts.

Hey mom (Laurie Heath), We're at Target! Here's a lil edit of me and my fam walking around to find MUD\WTR at Target for the first time.

In your search for mushroom products, have you heard things like “extracts are the best,” “mycelium is filler,” “10:1 extract means 10x more potent,” or “MUD\WTR contains oats”? If so, you've been on the receiving end of some baseless (yet sadly trendy) claims that are as misleading to consumers as they are ignorant of mushroom science. And we're just not gonna stand for that. In our latest Trends w/ Benefits article, our Director of Research & Development (and real, live food scientist) Matthew Held takes you on a journey to debunk these claims and spread the science-based truth. Read the article below 👇🏽

Getting older has its advantages … like being able to keep your cool while you’re tripping balls. Recent research has found a significant negative correlation between advanced age and the difficulty of psychedelic experiences. To put that simply, there’s reason to believe that the older you get, the less likely you are to freak out on mushrooms. One researcher noted that as we age, our social roles and motivations change, and we become skilled at reducing exposure to stressors. Additionally, he and his team determined that older people can become less emotionally reactive to potentially stressful situations with age. Learn more in this week’s Trends w/ Benefits article, “Shrooming Gets Easier with Age” by writer Damon Orion 👇🏽