{"id":12732,"date":"2024-09-23T10:20:47","date_gmt":"2024-09-23T10:20:47","guid":{"rendered":"https:\/\/topat10.com\/?p=12732"},"modified":"2024-09-23T10:20:47","modified_gmt":"2024-09-23T10:20:47","slug":"adaptogenic-drinks-the-race-to-make-your-coffee-do-more-and-more","status":"publish","type":"post","link":"https:\/\/topat10.com\/?p=12732","title":{"rendered":"Adaptogenic drinks: The Race to Make Your Coffee Do More and More"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"paywall\">While Four Sigmatic smuggles its adaptogens directly into coffee grounds, many adaptogenic drinks pitch themselves as something alternative, often with a lower caffeine content. UK-based Spacegoods\u2019 <a data-offer-url=\"https:\/\/spacegoods.com\/products\/rainbow-dust?srsltid=AfmBOoqtLGc-z51e5kKNsZmpzycgY5q2v6g__ntsSLwhV2s8Wl4F9xjw\" class=\"external-link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/spacegoods.com\/products\/rainbow-dust?srsltid=AfmBOoqtLGc-z51e5kKNsZmpzycgY5q2v6g__ntsSLwhV2s8Wl4F9xjw&quot;}\" href=\"https:\/\/spacegoods.com\/products\/rainbow-dust?srsltid=AfmBOoqtLGc-z51e5kKNsZmpzycgY5q2v6g__ntsSLwhV2s8Wl4F9xjw\" rel=\"nofollow noopener\" target=\"_blank\">Rainbow Dust<\/a>, unmissable in bright pink and purple packaging, contains 80 milligrams\u2014less than most coffees. Its ingredients list boasts lion\u2019s mane, cordyceps, and chaga mushrooms, alongside other plant-based adaptogens ashwagandha, maca root, and rhodiola rosea. It\u2019s a lot to pack into a spoon of powder, which comes in flavor options of chocolate, coffee, strawberry, vanilla cinnamon, and a decaffeinated raw cocoa variety.<\/p>\n<figure class=\"AssetEmbedWrapper-eVDQiB byBkf asset-embed\">\n<div class=\"AssetEmbedAssetContainer-eJxoAx dBHGoQ asset-embed__asset-container\"><span class=\"SpanWrapper-umhxW kGxnNB responsive-asset AssetEmbedResponsiveAsset-cXBNxi eCxVQK asset-embed__responsive-asset\"><picture class=\"ResponsiveImagePicture-cWuUZO dUOtEa AssetEmbedResponsiveAsset-cXBNxi eCxVQK asset-embed__responsive-asset responsive-image\"><noscript><img decoding=\"async\" alt=\"A bag and scoop with brown powder\" class=\"ResponsiveImageContainer-eybHBd fptoWY responsive-image__image lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_1600%2Cc_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg\" data-sizes=\"auto\" data-srcset=\"https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_120,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 120w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_240,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 240w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_320,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 320w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_640,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 640w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_960,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 960w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_1280,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 1280w, https:\/\/media.wired.com\/photos\/66ec5ee71c067e909d81865a\/master\/w_1600,c_limit\/rainbow-dust-Spacegoods-80762578_800x800_crop_center.jpeg 1600w\" sizes=\"100vw\"\/><\/noscript><\/picture><\/span><\/div>\n<p><span class=\"BaseWrap-sc-gjQpdd BaseText-ewhhUZ CaptionCredit-ejegDm iUEiRd isTgyB fNaHcW caption__credit\">Courtesy of Spacegoods<\/span><\/p>\n<\/figure>\n<p class=\"paywall\">Ecommerce entrepreneur Matthew Kelly launched the brand in 2022 following the failure of his previous business, an online neon sign retailer that went into administration in 2021. Kelly came across functional mushrooms while scrambling to figure out his next move.<\/p>\n<p class=\"paywall\">Kelly\u2019s ecommerce background is clear in Spacegoods\u2019 online presence. Like many of the direct-to-consumer functional drink brands, the company heavily promotes a subscription model, and after purchasing some Rainbow Dust I found myself chased by Instagram ads and marketing emails promising all sorts of benefits.<\/p>\n<p class=\"paywall\">Kelly admits that advertising adaptogenic drinks requires treading a delicate line. Manufacturers want to shout about their products\u2019 potential benefits, but the UK\u2019s Advertising Standards Authority forbids claims that food products could prevent, treat or cure human disease; various brands have had to <a data-offer-url=\"https:\/\/www.asa.org.uk\/rulings\/dirtea-ltd-g23-1186215-dirtea-ltd.html\" class=\"external-link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/www.asa.org.uk\/rulings\/dirtea-ltd-g23-1186215-dirtea-ltd.html&quot;}\" href=\"https:\/\/www.asa.org.uk\/rulings\/dirtea-ltd-g23-1186215-dirtea-ltd.html\" rel=\"nofollow noopener\" target=\"_blank\">pull ads<\/a> that mention health conditions such as anxiety, dementia, or ADHD.<\/p>\n<p class=\"paywall\">I tried the original chocolate flavor of Rainbow Dust and found it to be sickly sweet. Granted, it didn\u2019t taste like mushrooms, but it didn\u2019t exactly put me in mind of a health drink. Kelly concedes that pitching a chocolate-flavored drink as an improvement on coffee may have confused some buyers; he prefers the coffee flavor, introduced this year.<\/p>\n<p class=\"paywall\">Those with a more grown-up palate may wish to try US brand <a data-offer-url=\"https:\/\/mudwtr.com\/\" class=\"external-link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/mudwtr.com\/&quot;}\" href=\"https:\/\/mudwtr.com\/\" rel=\"nofollow noopener\" target=\"_blank\">MUD\\WTR<\/a>\u2014a name founder Shane Heath says was inspired by his colleagues\u2019 reactions to his homemade prototypes and which ended up having \u201cnatural virality.\u201d A former caffeine junkie, Heath turned to coffee alternatives after noticing negative effects on his sleep and mood. His tagline: \u201cI wasn\u2019t mad at coffee, just disappointed.\u201d<\/p>\n<h2 class=\"paywall\">Whisk Assessment<\/h2>\n<p class=\"paywall\">The original version of MUD\\WTR contains only 35 milligrams of caffeine, alongside lion\u2019s mane, cordyceps, chaga, and reishi mushrooms, as well as a few other ingredients. Its real winning formula, however, is in its cacao and masala chai flavoring. The natural earthiness of the spices cleverly masks any unpleasant mushroom taste. Made by mixing with either hot water or milk, it\u2019s not anything like coffee but still feels sophisticated (although I did find quite a lot of sediment settled to the bottom of the cup).<\/p>\n<p class=\"paywall\">I initially scoffed at the company\u2019s insistence on selling its powder in a starter kit containing a mini electric frother, but as I whisked up a cup, I recalled Spector\u2019s observation about the role of ritual in amplifying perceived benefits and wondered if this additional preparation step was in fact a shrewd decision. It forced a pause which in itself inspired focus\u2014<em>Right, I\u2019m going to whisk up this drink and then sit down to write that story.<\/em> I\u2019m pretty sure my ensuing productive writing session was largely a result of the placebo effect, but I\u2019ll take it.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>While Four Sigmatic smuggles its adaptogens directly into coffee grounds, many adaptogenic drinks pitch themselves as something alternative, often with a lower caffeine content. UK-based Spacegoods\u2019 Rainbow Dust, unmissable in bright pink and purple packaging, contains 80 milligrams\u2014less than most coffees. Its ingredients list boasts lion\u2019s mane, cordyceps, and chaga mushrooms, alongside other plant-based adaptogens [&hellip;]<\/p>\n","protected":false},"author":603,"featured_media":12733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[703],"tags":[1489,899,181],"class_list":["post-12732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-coffee","tag-food-and-drink","tag-health"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adaptogenic drinks: The Race to Make Your Coffee Do More and More | Unlock Informed Choices with Us<\/title>\n<meta name=\"description\" content=\"Adaptogenic drinks are having a moment, as brands embrace ingredients with claims to improve focus, energy, and productivity, without caffeine jitters. 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Turk","author_link":"https:\/\/topat10.com\/?author=603"},"uagb_comment_info":0,"uagb_excerpt":"While Four Sigmatic smuggles its adaptogens directly into coffee grounds, many adaptogenic drinks pitch themselves as something alternative, often with a lower caffeine content. UK-based Spacegoods\u2019 Rainbow Dust, unmissable in bright pink and purple packaging, contains 80 milligrams\u2014less than most coffees. Its ingredients list boasts lion\u2019s mane, cordyceps, and chaga mushrooms, alongside other plant-based adaptogens&hellip;","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts\/12732","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/users\/603"}],"replies":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12732"}],"version-history":[{"count":0,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts\/12732\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/media\/12733"}],"wp:attachment":[{"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12732"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}