Mud/Wtr

Mud/Wtr

Shane Heath started Mud/Wtr in 2018 as a side project, developing a blend of chaga, reishi, lion's mane, and cacao as a coffee substitute. The company grew through a pre-order campaign that raised over $250,000, allowing Heath to leave his design agency job and focus full-time on the brand. Mud/Wtr distributes primarily via a direct-to-consumer subscription model, offering bags of its base mushroom mix and a line of add-ons like creamers and a turmeric-based "Focus" product. The company expanded into retail partnerships with select grocery and specialty food stores, though the subscription channel remains the core revenue driver. Consumer packaged goods, functional food and beverage, and health supplement market dynamics shape its strategy. As of 2025, Mud/Wtr maintains a lean team operating out of offices in Venice, Los Angeles, and Toronto. The company has not disclosed total employees or outside investment rounds, consistent with its bootstrap-to-revenue growth path. In 2024, Mud/Wtr launched a limited-edition collaboration with a lifestyle brand to reach new consumer segments, per public record. Mud/Wtr's structural differentiator is its deliberate avoidance of venture capital in a cash-intensive direct-to-consumer category. Heath funded early inventory through customer pre-orders, and the company has grown without diluting ownership to institutional investors. This capital-light, community-funded model contrasts with most CPG startups that raise multiple rounds before achieving positive unit economics.