FUNCTIONAL BY NATURE. FLAVOUR FIRST.
Meet CHAGUA. Fruit-forward sparkling drinks bringing functional mushrooms into a familiar, delicious format. Our next step: one lead flavour and a small US pilot launch.
Canadian founder · Small US pilot · US$50,000 target
ROOTED IN NATURE
The character of CHAGUA begins with fungi: their forms, their histories and the landscapes they belong to. We’re bringing that curiosity into a fruit-forward sparkling drink.
Discover the mushroom stories
01 / THE OPPORTUNITY
Functional drinks already have a place in consumers’ routines. CHAGUA’s thesis is to earn a place there through flavour, distinctive packaging, and an approachable mushroom story.
MARKET SCALE
The category is projected to grow to $315.9B by 2033. It includes energy, sports and nutraceutical drinks; this is broad context, not CHAGUA’s addressable market.
Grand View Research · June 2026 Historical estimate and publisher forecasts; no intermediate years interpolated.
REAL PURCHASE BEHAVIOUR
Growth in units as well as dollars suggests category momentum extends beyond price increases. CHAGUA still needs to prove its own repeat demand.
¹ NIQ Perspective · June 2026 US Retail Measurement, 52 weeks ending May 23, 2026, versus prior year.
67% of respondents said functional benefits were at least moderately important when choosing non-alcoholic beverages. An opening for exploration—not evidence of demand for a specific mushroom drink.
NIQ BASES survey, May 2026 · n=2,007 · Source and scope
THE WHITE-SPACE THESIS
Powders accounted for 85.22% of global mushroom drink revenue in 2023. CHAGUA sees room for more flavour-led, ready-to-drink choice: an opportunity to bring mushroom curiosity into the pace of everyday life.
Our opportunity: make the next mushroom ritual as easy as opening a can.
This is CHAGUA’s positioning hypothesis. The liquid segment includes more than sparkling cans, and the data does not establish an uncontested market or validated demand for CHAGUA. Liquid share is calculated as the remainder.
02 / THE LAUNCH PORTFOLIO
Two product concepts define the brand direction. The pilot will develop one lead flavour first; the second remains a future development option. Chaga anchors both concepts.
SUNNY SIDE UP White Peach + Yuzu
Juicy white peach meets a crisp citrus direction. A refreshing companion for fresh starts and creative afternoons.
TAKE YOUR TIME Black Cherry + Vanilla
Deep cherry with a soft vanilla direction. A richer flavour for unhurried conversations and evening rituals.
Concept artwork from the existing CHAGUA investor materials. Packaging, ingredients and formulation remain subject to validation. Occasion descriptions are creative directions, not demonstrated health effects.
THE MUSHROOM HERITAGE
Across different cultures, fungi have been brewed, studied and woven into daily traditions for generations. These histories give CHAGUA its sense of curiosity—and each mushroom has its own story.
Explore the references“Medicinal mushrooms” describes a history of use and an area of research. It does not mean a finished beverage has demonstrated medicinal effects.
Inonotus obliquusInonotus obliquus
Northern forests. A tradition of tea.
Found on birch trees in cold regions, chaga has a history in Russian and northern European folk medicine. Its bitter character has made tea a familiar way to prepare it.²
Ganoderma speciesLingzhi · Ganoderma species
A cultural symbol with a 2,000-year story.
Known as lingzhi in Chinese and reishi in Japanese, these fungi have a recorded medicinal tradition stretching back more than 2,000 years. Lingzhi also appears in Chinese art as a symbol of longevity and good fortune.¹
The cordyceps groupCordyceps group · Ingredient species to be confirmed
One name. Different fungal stories.
The caterpillar fungus historically called Cordyceps sinensis, now Ophiocordyceps sinensis, has a place in traditional Chinese medicine, including traditions around fatigue and vitality.³
Trametes versicolor · Yun zhi · Kawaratake
Woodland colours. A distinctive research story.
Named for its bands of colour, turkey tail grows on dead wood around the world. It is known as yun zhi in traditional Chinese medicine and kawaratake in Japan.⁴
Respect the history. Be precise about the science. Species, preparation and dose matter; traditional use and studies of specific extracts cannot establish the effects of an untested finished drink.
03 / THE BRAND THESIS
CHAGUA aims to connect ingredient curiosity with the simple habit of reaching for a cold, great-tasting can. The opportunity is a brand and occasion to validate—not an uncontested category.
Recognizable fruit combinations lower the barrier to trying an unfamiliar ingredient.
A paired range gives people two different flavour experiences within one coherent brand.
Repeat purchases, willingness to pay and retailer velocity will determine whether the proposition works.
Does it taste good enough to buy again? Does the formula work at the target cost? Can paid sell-through support a second run?
04 / THE PILOT BUSINESS CASE
The pilot is designed to test taste, willingness to pay and early sales response. Its results and supplier quotes will establish the economics for a larger launch.
The proposed budget reserves US$25,000 for pilot production, packaging and inbound logistics. Batch quantity and cost per can will be confirmed together; the commercial-volume targets below are not assumed pilot prices. Tasting samples must be separated from paid sales when measuring results.
ILLUSTRATIVE PER-CAN ECONOMICS
All USD. Wholesale assumes a 40% retailer margin; distributor scenario also assumes a 25% distributor margin on its $3.00 resale price. DTC is at $5.00 list price. Gross profit excludes fulfilment, customer acquisition, trade deductions, fees, overhead and taxes; it is not net profit.
FUTURE COMMERCIAL-SCALE SCENARIO
Illustrative commercial batch size
Unquoted commercial-scale planning case, not a required starting quantity or a forecast. Smaller pilot runs need separate prices. Assumes every can sells at the selected price, without discounts, samples, returns or write-offs. Costs are targets pending quotes. Filled volume: 8,250 litres before process losses.
LATER-STAGE PRODUCTION REFERENCE
US$1.50–$2.00 per can is an unverified planning target. These calculations cover production only. They do not establish a complete launch budget or a smaller pilot price.
Source: arithmetic using the prior CHAGUA planning assumptions. Excludes development, testing, launch expenses and other costs not confirmed within a landed supplier quote.
The proposed raise reserves US$25,000 for a smaller pilot. This larger-run example is outside that plan; pilot volume and unit cost require a separate quote.
05 / THE INVESTMENT ASK
CHAGUA is raising US$50,000 for a focused US pilot: develop one lead flavour, validate the product and make a limited batch for tasting and initial sales. The proposed budget assigns US$46,000 to defined work and US$4,000 to contingency.
PRE-SEED FUNDING TARGET
USD · One lead flavour · Pilot launch
PROPOSED USE OF FUNDS
Proposed spending allocations, not supplier cost estimates. Final scope and pilot quantity depend on written quotes. Includes one lead flavour; founder pay, a second flavour’s development and scaled commercial production are outside this allocation.
THE COST, THE PURPOSE, THE OUTPUT
Each amount below is a proposed spending allowance. Written supplier proposals will establish the actual cost and whether the full scope fits. The pilot batch size will be chosen to fit an approved production quote.
| Use of funds | Budget | Why it is needed | What it should deliver |
|---|---|---|---|
| Formulation & samples 20% of raise | US$10,000 | Turn the flavour concept into a repeatable recipe. Allow for ingredient selection, sample revisions and a documented handoff to the manufacturer. | One agreed lead flavour, physical samples, ingredient specifications and written formula-ownership terms. |
| Testing & US label review 12% of raise | US$6,000 | Assess ingredient suitability, processing, food safety and shelf life, and review the nutrition and label information for the intended US beverage. | A scoped testing programme, required results and a reviewed label before pilot release. Scope and timing set with qualified providers. |
| Pilot production & packaging 50% of raise | US$25,000 | Pay for the physical product: ingredients, batch preparation, line setup, cans, labels, filling, routine production checks, inbound freight and initial storage within the agreed quote. | A limited pilot batch, with quantity, can format and all-in cost confirmed before ordering. No fixed can count is promised. |
| Legal, accounting setup & insurance 6% of raise | US$3,000 | Scope Canadian–US business setup, ownership and supplier contracts, initial accounting advice and appropriate product-liability coverage. | Agreed responsibilities and ownership, a practical business setup and the coverage required for the pilot. Professional scope must fit the allowance. |
| Sampling, feedback & fulfilment 4% of raise | US$2,000 | Get finished pilot cans in front of potential customers and buyers, collect structured feedback and cover limited outbound packing and shipping. | Recorded taste and price feedback, tracked sample distribution and initial paid-sales data where available. Sample cans come from the pilot batch. |
| Contingency reserve 8% of raise | US$4,000 | Keep a buffer for approved cost overruns, extra testing, packaging changes or logistics adjustments. | A cash reserve rather than an obligation to spend. Use only after actual quotes and requirements are reconciled. |
| Total pilot funding target | US$50,000 | US$46,000 in planned work + US$4,000 contingency. | |
Shared services must be allocated once: specialist testing belongs in the testing allowance; routine manufacturing checks belong in the production quote; inbound freight/storage belongs in production; limited outbound shipping belongs in fulfilment. Taxes, duties and other exclusions must be identified before approval. If the necessary scope exceeds the available funds, revise the pilot size or raise requirement before committing.
A DELIBERATELY SMALL FIRST LAUNCH
The website, brand direction and concept can artwork already provide a starting point. The pilot budget concentrates on developing and testing the liquid, producing a limited batch and learning from real customers.
One lead flavour, scoped product development and testing, pilot packaging, initial setup and insurance, a limited first batch and early feedback.
Second-flavour development, a 25,000–30,000-can commercial order, a second production run, founder salary, employees and a national retail or advertising rollout.
WHAT THIS ROUND IS INTENDED TO ACHIEVE
One lead flavour with physical samples, ingredient specifications and agreed formula ownership.
Process, safety, shelf-life and US label review, followed by a pilot sized to the available budget.
Consumer feedback, initial sell-through data and quoted economics to guide commercial production.
Approve scoped development first. Commit the US$25,000 pilot allocation only once formulation, testing requirements and an all-in production quote fit the plan. If the scope exceeds the allocations, revise the pilot or funding plan before spending.
JOI Labs publishes a formula-development service that includes prototypes and a specification handoff, with formula ownership on final payment. Its stated scope includes FDA-oriented label work; third-party lab and shelf-life testing are separate costs. Request confirmation that the proposed mushroom ingredients and sparkling format fit its capabilities.
BevSource offers commercial beverage formulation and related production services. Compare a one-flavour sample-stage proposal against its broader scope before selecting a provider. Neither provider has quoted CHAGUA or confirmed compatibility.
PROPOSED PATH FROM IDEA TO PRODUCT
Deploy the proposed US$50,000 against agreed milestones.Compare development proposals and confirm ownership, deliverables and fees.
Refine the recipe with a beverage developer and test taste and price response.
Confirm process, testing, shelf life, labels and the smallest feasible production run.
Use pilot feedback, buyer interest and quoted economics to decide the commercial batch.
THE PERSON BEHIND CHAGUA
Service is the thread that connects Hunter’s work—showing up for people, paying attention and finding small ways to make everyday life feel more cared for.
Her experience spans hospice and palliative care, disability support and group homes, working with people at different ages and stages of life. Alongside this, she teaches English as a second language and completed her yoga teacher training in Thailand.
Travel through Southeast Asia deepened her curiosity about the rituals people build around food, nature and wellbeing. CHAGUA brings that curiosity into something familiar: thoughtful flavours, expressive artwork and an approachable sparkling drink.
Frontline support, teaching and yoga have made patience, empathy and human connection central to her approach.
Her service includes wildlife conservation volunteering and advocacy for the protection of British Columbia’s old-growth forests.
Her longer-term ambitions include developing a nonprofit to support children and families, beginning in Vietnam. It is an early-stage vision, rooted in the same wish to be useful to others.
THE DETAIL BEHIND THE STORY
Grand View Research: Functional Drinks Market, June 2026 . Global revenue: US$164.7B in 2025, US$178.9B estimated for 2026, US$315.9B forecast for 2033; 8.5% forecast CAGR for 2026–2033. Broad energy, sports and nutraceutical beverage category. This is not the mushroom ready-to-drink market and is not a calculated TAM, SAM or SOM for CHAGUA.
Grand View Research: Mushroom Drinks Market, August 2024 . Powder represented 85.22% of global mushroom drink revenue in 2023; the complementary liquid share is calculated as 100% − 85.22% = 14.78%. This is an older, separate dataset with different scope from the functional drinks chart. The two markets are not added together.
NIQ Perspective: The Rise of the Outcome Beverage, June 2026 . US functional beverage growth: dollar sales +12.7%, unit sales +9.0%; Retail Measurement Services, powered by Label Insights, Total Full View, 52 weeks ending May 23, 2026. Survey: 67% rated functional benefits at least moderately important for non-alcoholic beverages; BASES Quick Question Omnibus, May 2026, n=2,007. Survey and retail measurement are different datasets. Category evidence does not establish demand for CHAGUA.
The founder has set a US$50,000 pre-seed funding target for development and a small pilot launch of one lead flavour. Proposed allocations: formulation and samples US$10,000; testing and US label review US$6,000; pilot production and packaging US$25,000; legal, accounting setup and insurance US$3,000; launch sampling and fulfilment US$2,000; contingency US$4,000. Total: US$50,000. These are budget ceilings, not supplier quotes or evidence that the scope is deliverable at that cost. Pilot quantity must be selected from actual pricing. Founder pay, second-flavour development, a second run and large-scale commercial production are excluded. All-in quotes must identify freight, storage, duties, taxes and any other exclusions; necessary costs must be reconciled within the allocations or the plan revised before commitment.
The commercial-scale calculator retains the prior USD planning assumptions solely for comparison: 330 mL/can; 25,000 or 30,000 cans; target landed cost US$1.50–2.00; US$5 indicative shelf price. None is an agreed supplier or buyer term. Direct-to-retailer revenue = $5 × 60% = $3. Distributor revenue = $3 × 75% = $2.25. Gross profit = revenue − landed product cost. Gross margin = gross profit ÷ revenue. Production spend = cans × cost. Filled litres = cans × 0.33. Do not apply these unit costs to smaller runs without new quotes.
The first intended sales market is the United States, as confirmed by the founder. Planning figures are USD. JOI Labs and BevSource are development leads to evaluate, not selected or contracted partners. FDA: starting a food business provides general US context. The final formula, ingredient suitability, labels and production process need project-specific review.
¹ Wachtel-Galor et al., Ganoderma lucidum (Lingzhi or Reishi), Herbal Medicine: Biomolecular and Clinical Aspects, 2011 . Historical and cultural context for lingzhi, including its recorded 2,000-year tradition. Reishi is used as a common name across Ganoderma species; final ingredient identity requires confirmation.
² Memorial Sloan Kettering: Chaga Mushroom . Cold-climate birch association, northern European folk use, tea preparation and limits of clinical evidence.
³ Memorial Sloan Kettering: Cordyceps . Traditional Chinese medicine context, Ophiocordyceps sinensis naming, and mixed exercise findings. This history does not establish the identity or effect of CHAGUA’s proposed ingredient.
Memorial Sloan Kettering: Reishi Mushroom . Constituent and research context. ⁴ National Cancer Institute: Medicinal Mushrooms (PDQ) . Turkey tail names, appearance and research on specific preparations. Turkey tail is educational content, not a launch ingredient. Sources are not endorsements of CHAGUA. No independent trial of the finished CHAGUA drinks is represented.
CHAGUA is a prelaunch concept. Recipes, ingredient doses, manufacturing process, nutrition information, shelf life and final labels require development and review. Existing artwork is illustrative. The website makes no demonstrated cognitive, energy, sleep, immune or therapeutic claim for either product. Differentiation and target occasions are business hypotheses requiring consumer testing.
Research reviewed November 3, 2026 · Investor concept overview