Low in sugar, high in flavour – Muush’s secret ingredient is a fun-gus

What if your decision to cut sugar and choose sweeteners was harming you more than helping you? And what if we told you there was a mushroom that could change that?

Mainstream beverages often fall into two camps – sugary drinks loaded with additives or plain waters that do little more than hydrate. 

Matt Martin and Dan D’Souza are mixing it up with a lion’s mane-based functional soda, helping energise buyers by fuelling their focus, boosting gut health and providing a pour of natural vitamins. Developed with the help of their cider-making friends (the founders of Cranes), Muush introduces mushrooms, without compromising on flavour, fun or nutrition. 

Join SeedLegals CEO Anthony Rose in this Founder Interview where he chats with Matt about creating a new category of drinks, built for adults and children and kept cold in a 120-litre fridge from the boot of a blue vintage Rolls-Royce.

Key takeaways

The problem with mainstream drinks

• Most soft drinks fall into extremes –  either packed with refined sugar and additives or plain hydration with little nutritional benefit.
• Artificial sweeteners, though marketed as ‘healthy’, can trick the body into craving more sugar, contributing to overeating and obesity.
• The market lacked a balanced, genuinely functional drink that tasted good and delivered real health benefits.

Muush’s solution

• Muush introduces a lion’s mane mushroom-based functional soda, blending flavour and wellbeing in one bottle.
• Each can is low in sugar, high in fibre, and enriched with vitamins A, D3, and C – designed to support brain function, gut health, and sustained energy.
• By producing in-house with help from cider-making friends at Cranes, the team saved months of development time and thousands in production costs while keeping full creative control.

Traction and growth

• Muush is already stocked in around 70 locations across London, with growing presence in independent stores and marketplaces like Our Deli and Village Whole Foods.
• The team’s signature bright blue Rolls-Royce fridge car has become a playful part of their brand story – driving both awareness and stockist support.
• With a live online store and Amazon presence, Muush is now scaling up and securing new partnerships to bring its “good-for-you” soda to a wider audience.