# Functional Mushroom Drinks M&S Foods' YAY! Mushrooms Shares the Benefits of Reishi & Lion's Mane By Laura McQuarrie | Published 2025-01-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/yay-mushrooms References: [fabnews.live](https://fabnews.live/this-is-not-just-food-this-is-ms-brain-food-new-health-campaign-from-ms-food/) & [marksandspencer](https://www.marksandspencer.com/food/yay-mushrooms-am-and-pm-shot-duo-pack/p/fdp60732679)  Incorporating functional mushrooms into their diet and supplementation routines is one of the easiest ways health-conscious individuals are boosting their overall health and wellness in the new year—and the M&S YAY Mushrooms range is full of great-tasting ways to do so. This new range, created in partnership with [Royal Botanic Gardens](https://www.trendhunter.com/trends/airbourne-reserve) and [Kew](https://www.trendhunter.com/trends/kew-vineyards-estate-winery) introduces five new drinks with a focus on lion's mane and reishi mushrooms, and their numerous mind-body benefits. "YAY! Mushrooms taps into our adventurous customers who love to try new things and also aims to open us up to new customers who may be familiar with lion’s mane but have not tried them in a delicious drink," shared Sharry Cramond, Marketing & Loyalty Director at [M&S Food](https://www.trendhunter.com/trends/ms-brain-food). ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 84% | Activity: 92% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Functional Beverage Boom:** The rise of functional mushroom drinks illustrates consumers' growing interest in beverages that promote health and wellness beyond basic hydration. - **Mind-body Synergy:** Products featuring reishi and lion's mane mushrooms cater to a burgeoning demand for natural solutions that address both cognitive and physical health. - **Botanical Partnerships:** Collaborations between food brands and botanical institutions, such as Royal Botanic Gardens and Kew, are paving the way for credible and innovative product lines. ### Sectors Adopting This - **Health and Wellness:** The integration of functional ingredients like mushrooms into everyday consumables is transforming the health and wellness industry by offering convenient and natural options. - **Food and Beverage:** Functional mushroom drinks represent a dynamic shift in the food and beverage market as consumers seek unique flavors with added health benefits. - **Retail and Consumer Goods:** Retailers increasingly offer innovative products like mushroom-based beverages to attract health-conscious consumers and diversify their product ranges. ## Related on Trend Hunter - [Adaptogenic Soft Drinks](https://www.trendhunter.com/trends/muush.md) - [Functional Mushroom Supplements](https://www.trendhunter.com/trends/mushroom-powders.md) - [Functional Mushroom-Powered Refreshments](https://www.trendhunter.com/trends/adapt-drinks.md) - [Adaptogenic Mushroom Beverages](https://www.trendhunter.com/trends/melting-forest.md) - [Functional Mushroom Teas](https://www.trendhunter.com/trends/functional-instant-teas.md) - [Functional Mushroom Beverages](https://www.trendhunter.com/trends/high-ground-elixirs.md) - [Functional Mushroom Product Expansions](https://www.trendhunter.com/trends/love-mushrooms.md) - [Mushroom-Powered Matcha Teas](https://www.trendhunter.com/trends/mushroom-matcha.md) - [Multi-Benefit Mushroom Chocolates](https://www.trendhunter.com/trends/mushroom-chocolates.md)