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London-based functional wellness brand Spacegoods has announced the expansion of its flagship adaptogenic mushroom powder line, Rainbow Dust, with a new Coffee Hazelnut flavour. The product launch represents the company's ongoing effort to capture market share within the rapidly growing functional beverage sector by appealing to traditional coffee drinkers seeking enhanced cognitive and wellness benefits.

Expanding the Functional Beverage Portfolio

The functional coffee and mushroom blend market has seen sustained growth as consumers increasingly seek out products offering benefits beyond basic hydration and caffeine stimulation. Spacegoods’ Rainbow Dust has established a presence in this category through its proprietary blend of functional mushrooms and adaptogens, including Lion's Mane, Cordyceps, Chaga, Ashwagandha, and Maca extract.

The introduction of the Coffee Hazelnut iteration serves as a strategic portfolio expansion. It is designed to provide the same functional benefits, such as sustained energy, improved focus, and reduced jitters, while closely mimicking a traditional coffeehouse experience.

Flavour Profile Formulation

Flavour innovation remains a critical driver for consumer adoption in the functional food and beverage industry. Historically, the earthy or bitter taste profiles associated with functional mushrooms and raw adaptogens have acted as a barrier to entry for mainstream consumers.

By formulating a classic Coffee Hazelnut profile, Spacegoods is directly addressing this hurdle. Key advantages of this flavour strategy include:

• Mainstream Appeal: Leveraging a universally recognised and popular coffee syrup flavour to attract traditional coffee consumers.

• Taste Masking: Utilising the robust notes of roasted coffee and sweet hazelnut to effectively balance the earthy undertones of the mushroom extracts.

• Routine Integration: Allowing consumers to seamlessly replace their standard morning coffee without sacrificing their preferred taste experience.

E-commerce and Bulk Availability

The new Coffee Hazelnut Rainbow Dust is currently available through the brand's direct-to-consumer online platform. In line with the company's customer retention and volume-driving strategies, the new flavour has been integrated into their bulk buy offering.