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Functional nutrition brand Laird Superfood, Inc. has announced a significant strategic pivot, launching its first-ever dairy-based product line: Laird Superfood Protein Coffee with Lion's Mane Mushroom.

Best known for its plant-based creamers and hydration products, the company is expanding its addressable market by entering the animal protein category. The new line utilises a blend of whey and milk protein, addressing consumer demand for "complete" protein sources in the functional coffee segment.

The Omnivore Approach

The launch marks a departure from the brand’s historically plant-exclusive positioning. The new formulation is engineered to provide a "complete protein" profile, delivering all nine essential amino acids required for muscle repair.

Key Technical Specifications:

• Protein Blend: Combines fast-absorbing whey protein with slower-digesting milk protein concentrate to support satiety and sustained energy.

• Dosage: 10 grams of protein per serving.

• Functional Additives: Infused with Lion's Mane functional mushrooms to support cognition and focus.

• Amino Profile: Rich in leucine, isoleucine, and valine.

Clean Label Standards: Despite the shift in protein source, the brand maintains its strict "nutritional guardrails." The product is formulated without soy, gums, seed oils, sunflower lecithin, or artificial additives.

The move is positioned as a natural evolution for the brand, aligning with the personal dietary philosophies of its founders.

Gabby Reece, Co-Founder of Laird Superfood, commented on the shift: "Laird Superfood has always been an ingredient-first company, and the introduction of Protein Coffee with dairy creates an opportunity for the brand to serve a broader audience with the same uncompromising standards. Laird and I are omnivores and believe in getting protein from a variety of sources, so we're excited to share a dairy option with our Laird Superfood community."

Jason Vieth, CEO, added that the goal is to disrupt the conventional dairy powder category: "We're bringing Laird Superfood's strict nutritional guardrails to the dairy category, which is often filled with additives and processed ingredients."

Commercial Availability and Formats

The product is a powder format designed to be mixed with hot or cold water. It is available immediately at Sprouts Farmers Market, as well as online via Amazon and the company's website.

The Lineup:

• Flavours: Sweet & Creamy, Vanilla, and Unsweetened.

• Pricing: $19.99 for a 5.3-oz. bag.

Laird Superfood has confirmed it will continue to produce and expand its full lineup of plant-based products, ensuring a dual-track strategy that caters to both vegan and omnivorous consumers.