Brand is pitched as an alternative to sugary soft drinks
Mushroom-based functional drinks brand Muush has launched into Abel & Cole.
The brand is looking to fill the space for better-tasting, lower-sugar alternatives to traditional soft drinks, and is made with Lion’s Mane mushrooms, low sugar and no unnecessary additives.
Dan D’Souza, co-founder of Muush, said: “Abel & Cole is known for its focus on quality, seasonality and a carefully curated range, which aligns closely with how we’ve built Muush. We’re excited to be part of the Abel & Cole offering and to give customers across the UK a better soft drink option, one small step at a time.”
The launch comes as UK consumers increasingly rethink their relationship with sugar and alcohol, seeking drinks that feel intentional and enjoyable, without the sugar hit or empty claims. Muush is designed to sit comfortably on desks, in fridges and at the centre of the table, the company said.
Charlotte Beynon senior buyer at Abel & Cole, said: “Muush offers a refreshing alternative to traditional sugary soft drinks, without compromising on flavour. It’s a natural fit for our range and for customers looking to make simple, better choices in what they drink.”
