with participation from actors Zac Efron, Pedro Pascal and Kevin Hart. They join existing brand backers Jason Strauss, co-chief executive officer of Tao Group, and former chief medical correspondent for ABC News and Alice’s medical adviser Dr. Jennifer Ashton.
Whitney Casey, partner at L Catteron who led the deal, said in a statement: “Alice Mushrooms distinguishes itself with its innovative branding and unique product offerings that connect with a new generation of consumers. Thisaligns with our strategy to support forward-thinking companies in the VMS space. We look forward to partnering with Alice and supporting their mission to transform the wellness market.
Alice, which is available at Erewhon, Pop Up Grocer and other specialty retailers, has previously secured several buzzy collabs with other companies like Fleur du Mal. The team hinted at a cameo on the “big screen” coming next spring. In the fourth quarter, the brand also will be revealing a national grocer and department store retail launch. According to Goodstein, the brand was in about 200 retail doors at the start of 2024 and is expected to close the year with 1,000, though direct-to-consumer has been the largest channel.
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