Functional snacking startup Lion’s Brain has claimed a category first, rolling out a three-strong crisp range made with lion’s mane mushroom extract and added zinc.
The brand has initially launched with a trio of “restaurant-inspired” flavours: Wild Mushroom & Black Garlic, Shiitake Mushroom & Truffle Salt, and Raclette Cheese & Shallot.
Available in 40g packs (rsp: £1.50) and 150g sharing bags (rsp: £3.75), the range has rolled out in independent retailers and farm shops.
All three flavours are gluten-free. Wild Mushroom & Black Garlic and Shiitake Mushroom & Truffle Salt are vegan, while Raclette Cheese & Shallot is vegetarian.
Produced by British crisp manufacturer Savoursmiths, the hand-cooked crisps contain an 8% seasoning blend, formulated to deliver the “full flavour experience expected from a premium crisp”, according to the brand.
Lion’s Brain was created in response to growing demand for functional snacks, particularly among “younger consumers seeking benefits beyond taste alone”, said founder Ian Harman.
Lion’s mane mushroom was chosen as a key ingredient because it was “attracting a growing interest and felt like a natural fit for a mushroom-inspired crisp range”, Harman told The Grocer. “We wanted to bring it into an everyday snack where taste comes first, rather than a supplement.”
The added zinc contributed to normal cognitive function, he added, citing an EFSA-approved health claim.
“Shoppers are increasingly thoughtful about the products they buy, but taste and enjoyment remain absolute non-negotiables in savoury snacking.” he said. “We have spent considerable time developing the recipes and completing the necessary legal, labelling and compliance work.”
Functional snacking is also attracting interest from larger fmcg players. Last month, Doritos launched two high-protein crisps, containing 10g of protein per pack.
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