- Rritual’s suite of premium functional mushroom and adaptogenic elixirs is designed to offer various health benefits, such as increased immunity, cognitive function, stress management and more
- The company’s products are expected to be available online through Rritual’s site and Amazon by fall 2020
- The Rritual team has extensive ties and influential relationships with leading retail businesses, providing a wide market for growth
- The functional mushroom industry has no clear and dominant leader, allowing Rritual to target this role with its premium products. Rritual is currently the only premium brand on the market
- The global functional mushroom market is expected to exceed $50 billion by 2025, putting Rritual in the position for success
- Functional mushroom demand is expected to rise from $23 billion to $34 billion by 2024
Rritual Mushrooms is a private company founded in 2019, whose declared purpose is to help people meet the demands of modern life with style and ease by incorporating functional mushrooms, adaptogens and superfoods into their diets.
The company manufactures premium plant-based products such as small-batch elixir powders, and each product features mindfully selected medicinal mushrooms and adaptogenic herbs. Pursuing customers with various need-states, Rritual offers products that fit every lifestyle.
Suite of Premium Rritual(TM) Products
Rritual recently announced the launch of its suite of premium functional mushroom and adaptogenic elixirs. These elixirs were developed by a leading team of scientists, doctors and experts across the wellness industry, under the guidance of Rritual President Dr. Mike Hart.
The initial product line includes:
- Chaga (immune booster) – Full of bioactive polysaccharides, Rritual’s Chaga blend combines the Chaga mushroom with Eleuthero root for optimal immune system benefits.
- Lion’s Mane (brain booster) – Designed to support cognitive function and brain health, Lion’s Mane is paired with Rhodiola root. The elixir can also help the body manage stress.
- Reishi (stress support) – Rich in polysaccharides, triterpenes, amino acids and fatty acids, the Reishi blend is infused with Ashwagandha root. This combination aims to help the body and mind fight anxiety, with long term effects that may improve quality of sleep for those with restless minds.
“The health and wellness benefits of mushrooms and plant-based therapies are backed by decades of scientific research. Rritual’s new line of elixirs embraces that research and provides consumers with an easy way to get a daily dose of the powerful effects,” Hart said in a news release.
Rritual CEO David Kerbel noted that the company is proud to bring together age-old mushroom consumption practices and data-backed research to create new formulas that meet the needs of modern consumers. “Whether to relieve stress, increase mental output or boost immunity, we want to be a trusted and effective component of a consumer’s daily health and wellness routine,” he added.
Rritual Timeline
According to its investor presentation, Rritual has already fulfilled most of the milestones it set for Q1 and Q2 2020 as part of its growth and development timeline. So far, the company has completed formulation R&D, product line development, test marketing, brand development, logistics partnerships and agreements, initial distributor partnerships, seed financing and the phase one launch of its product suite.
Rritual E-Commerce Rollout Strategy
The company’s strategy for e-commerce rollout success consists of direct-to-consumer (D2C) sales through the use of multiple online platforms and through team connections to facilitate rapid expansion within the market.
In the first stage, Rritual will use its own website and Amazon to facilitate its D2C initiative, followed by leveraging its team connections to sell products through planned specialty e-commerce channels such as Costco, CVS, Walmart, and Vitacost using preexisting relationships.
Brick-and-Mortar Rollout Strategy
Using partnerships already in place with The Jet Collective and leveraging the preexisting connections of its team for direct discussions with global retail brands, Rritual’s brick-and-mortar strategy features a two-stage rollout that targets 15 leading retailers.
In the first stage, Rritual aims to launch with four non-competing chains, while utilizing best practice agreements (320 Sprouts stores, 330 H-E-B stores, 240 Meijer stores and 1,600 Publix stores). In stage 2, distribution is expected to advance to additional retail establishments (100 Wegmans stores, 77 Fresh Thyme stores, 440 Whole Foods stores, 120 Shaw’s stores, 400 Stop & Shop stores, 300 Wakefern/Shoprite stores, 610 Vitamin Shoppe stores, 90 Bartell Drug stores, 40 Giant Eagle market district stores and 1,800 Target stores), while collaboration with Kroger will take place within two sub-markets (300 Ralphs stores and 120 Harris Teeter stores).
Market Growth Outlook
As it is yet in its early stages, the functional mushrooms market is rife with opportunities for growth. At this time, no dominant brand is in place, and there remains an absence of a premium brand to lead the category.
The entire functional food market is currently valued at more than $275 billion, with global shifts supporting wellness and a 7.9% CAGR forecast through 2025. Demand for functional mushrooms is also growing, with a forecast rise from $23 billion to $34 billion by 2024 as a result of growing popularity due to the superfood’s unique properties that have been shown to boost immunity, cognitive function and more. The worldwide functional mushroom market is projected to exceed $50 billion by 2025, with recent data indicating an increase in demand for key mushroom varieties of up to 800%.
Management Team
David Kerbel, CPC, is CEO of Rritual and has over 30 years of senior experience in retail, brokerage and CPG industries. From 2008 to 2011, Kerbel served as Senior Vice President of Sales for Celsius Holdings Inc., helping that company achieve a number of important milestones. During his tenure, Celsius grew its retail sales from $400,000 to a multimillion-dollar figure, developed nationwide representation with CROSSMARK Inc. and established distribution with industry giants such as 7-Eleven, Ralph’s, C&S, Costco, BJ’s Wholesale, CVS, Walgreens, Walmart, Rite Aid, Target, Duane Reade and Stop & Shop. In total, Celsius’ new distribution stemming from Kerbel’s direct efforts led to $36 million in incremental sales in 2010 alone. He also implemented new procedures that led to a 10 percent reduction in operating expenses. Kerbel brings tremendous experience to the Rritual team, as well as vital relationships with industry leaders such as Walmart, Costco, Kroger, Walgreens, CVS, 7-Eleven, Safeway, Publix, Sprouts and more.
Warren Spence is the COO and a Director of Rritual. He has over 25 years in the food and beverage industry. His roles within the industry have included senior positions with brands like Red Bull and Olivieri. His specialization is in supply chain and operations systems. He was appointed Head of Supply Chain for Nude Beverages in 2019.
Dr. Mike Hart, MD, is the President of Rritual. His work has been published in peer-review journals about therapies involving cannabis and ketamine. His outspoken stance on these subjects landed him an appearance on the Joe Rogan Experience Podcast in 2019. On-air, he discussed the use of psychedelic medicines as a treatment for mental health conditions, including PTSD.
Stacie Gillespie is CCO and Director of Formulations for Rritual. She has over 25 years of leadership in the branding and product strategies used by wellness companies. She has leveraged this expertise for companies such as Aura Cacia, MegaFood and Gaia Herbs. She is the creator of multiple award-winning consumer health products.
Sarton Molnar-Fenton is Vice President of Sales-USA for Rritual. She started her career with Vitamin Water, with other large companies under her belt, including Danone, as a District Manager. She worked with Nestle on its Tribe Hummus brand and played an integral part in relaunching the brand, gaining category share and establishing product development partnerships with companies like Trader Joe’s. She also played a key role in launching the Hydralyte brand in the United States.
Scott Naccarrato is the company’s Vice President of Sales-Canada. He is experienced in sales with a deep connection in retail. Recently, he worked with Nutiva, assisting in the pioneering of Organic MCT oil, healthy fats and the plant-based protein categories. He is data-oriented in his approach, which has resulted in over $100 million in sales and double-digit year-over-year growth for the brands of which he has been a part.
For more information, visit the company’s website at www.WeAreRritual.com.
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