PharmaDrug Inc. has announced that its Super Smart division is launching its own premium blend of functional mushrooms. MycoWe℞ Infinite will initially debut for sale in the US before also being made available through Super Smart's e-commerce platform in Europe.
The company said MycoWe℞ Infinite will be positioned as a premium brand in a rapidly growing marketplace that is primarily occupied by high price, low potency functional mushroom products. The first commercial lot of product has already been manufactured and it expects to start shipping orders in mid-October.
"We are extremely excited to be launching our new line of functional mushrooms," chief scientific officer Dr. Paul Van Slyke said in a statement.
"I have personally been a mushroom forager and user for over 20 years. My desire has always been to seek products that are closest to what I can forage for myself in nature.
“Our ingredients and quantities will always be clearly defined on the label so that consumers can make the best, informed decisions about their health and wellness journey."
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Based on evolving consumer trends in the health supplements space, PharmaDrug said it understands that health-conscious individuals are often reluctant to take large numbers of pills, several times per day as part of their health regimen.
For this reason, it said the initial product release has been formulated as a once-a-day, complete six functional mushroom dose in one pill that does not compromise on the number of active ingredients. To accomplish this, high potency concentrates, prepared only from the mushroom fruit body are processed using an optimized hot water and/or hot water/alcohol extraction.
The MycoWe℞ line only uses mushroom fruit bodies cultivated from a mushroom's natural substrate to ensure maximum potency in every capsule.
In a further update to investors, PharmaDrug said Super Smart has been overhauling its US website while refining the Slim Winkel brand and message. The company has been building traffic, developing its social media network, and increasing its followers.
It said the cornerstone of the revamped strategy will focus on the Slim MycoWe℞ brand but will also be augmented with researched and curated bundles from several suppliers to meet the suggested requirements of specific users.
The company has also been engaging influencers and micro-influencers to champion both the Slim MycoWe℞ brand and the Slim Winkel website.
PharmaDrug's executive team flew to The Netherlands to visit the current store in Tiel as well as several locations in both Amsterdam and Rotterdam in August. After visiting over 30 stores, including several stores currently for sale, it concluded that the retail market is still under tremendous pressure. As a result, it said Super Smart will continue with the European online effort and will undertake to overhaul the site and develop a strategy to reflect the distinct market within North America by adopting an e-commerce-only model.
“In formulating this decision, management met with a director of e-commerce candidates with direct European branding expertise,” the company said.
“Future focus will be on a launch of a Slim psilocybin product for The Netherlands complemented by a functional mushroom offering in all of Europe including the Slim functional products once they are established in the United States.”
PharmaDrug is a specialty pharmaceutical company focused on the research, development and commercialization of controlled substances and natural medicines such as psychedelics, cannabis, and naturally-derived approved drugs.
The company owns 100% of Pharmadrug Production GmbH, a German medical cannabis distributor, with a Schedule I European Union narcotics license and German EuGMP certification allowing for the importation and distribution of medical cannabis to pharmacies in Germany and throughout the EU.
It also owns 100% of Super Smart, a Dutch company building a modern adult-use psychedelic retail business with an elevated and educational focus.
Contact the author at stephen.gunnion@proactiveinvestors.com