New Lion’s Brain crisp range taps functional mushrooms and premium snacking trends

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British start-up A Kind Mind has introduced Lion’s Brain, a new premium hand-cooked crisp range infused with lion’s mane mushroom extract and added zinc.

The range is claimed to be a first-of-its-kind innovation for the UK market, tapping into demand for both functional mushroom-infused products and indulgent, gourmet snack options.

Functional snacking has surged in popularity across European food retail, with the brand noting particular interest in the trend from Gen Z and Millennial age groups. In addition to using lion’s mane, a functional mushroom commonly associated with cognitive wellness, the product leverages zinc’s EFSA-approved health claim (contributes to normal cognitive function).

Three flavours are launching across UK independent retail, wholesale, foodservice and e-commerce: Wild Mushroom & Black Garlic, Shiitake Mushroom & Truffle Salt, and Raclette Cheese & Shallot.

All flavours are vegetarian and gluten-free, while the Wild Mushroom & Black Garlic and Shiitake Mushroom & Truffle Salt flavours are also vegan-friendly.

The line is manufactured in the UK in partnership with artisan producer Savoursmiths. The crisps are made using premium potatoes and feature an 8% seasoning inclusion rate, designed to ensure ‘uncompromised, restaurant-quality flavour delivery,’ the brand said.

All flavours are available in two core trade formats, a 40g impulse single bag (RRP £1.50) and 150g sharing bag (RRP £3.75).

Ian Harman, founder of A Kind Mind, said: “Shoppers are increasingly thoughtful about the products they buy, but taste and enjoyment remain absolute non-negotiables in savoury snacking. We’ve spent a considerable amount of time perfecting the recipes, ensuring full regulatory compliance, and creating a proposition that offers genuine differentiation for stockists.”