DIRTEA, the market-leading functional mushroom brand has partnered with Global adventurer and award-winning television presenter Bear Grylls as an investor and global ambassador.
DIRTEA, the UK’s leading functional mushroom brand has announced Bear Grylls, the globally recognised face of adventure and renowned survival expert as an investor and ambassador.
In another milestone moment for DIRTEA, this deal is one of Bear’s most significant personal investments and is a powerful endorsement of the brand, affirming Bear’s belief in the DIRTEA team, product, and vision.
Bear’s first-hand, transformative experience using DIRTEA products has been the driving force behind the partnership. Passionate about bringing people closer to nature and educating them on the earth’s most effective remedies, DIRTEA’s core brand values perfectly align with Bear’s mission to bring vitality and positive energy to millions around the world.
Bear says “DIRTEA has had a profound impact on my life, helping fortify my energy levels, aid recovery times, and enhance physical performance. I’m so proud to join the DIRTEA family as an investor and partner, standing shoulder to shoulder to build upon the powerful work already achieved. Together our goal is to be an unstoppable force for good, and to share the transformative, research-based power of functional mushrooms, to enhance our health and life.”
“Bear is an inspiration; his relentless passion to unleash adventure and his never-give-up attitude brings out the best in everyone” continues Simon Salter, Co-Founder of DIRTEA. “Bear is synonymous with survival and nature, and as an adventurer who relies on natural solutions in extreme conditions, there’s no one better to empower people to realise the power of one of nature’s most sacred ingredients, functional mushrooms.”
“Since our launch in 2021, DIRTEA has been dedicated to improving people’s health through the functional power of mushrooms. DIRTEA is now established as the market leader and an authority on functional mushrooms, driving education and setting high standards for product quality. With Bear onboard, we’re truly excited about what the future holds, inspiring health-conscious consumers worldwide to embrace the huge number of benefits offered by the DIRTEA range and empowering people to feel good and live better” continues Andrew Salter, Co-Founder of DIRTEA.
To make the agreement official, celebrate their friendship and mark the start of an exciting adventure together, Bear and DIRTEA Founders, Andrew and Simon Salter captured a skydive in Switzerland earlier this year symbolising the adventurous spirit and bold vision driving this collaboration.
Looking forward to growing his investment portfolio in the wellness space, Bear is intent on only working with brands he truly believes in, and those committed to helping people everywhere to be as well, mentally and physically, as they can be, and as Bear aims to be and is, every day.
Bear’s investment and partnership marks another significant moment for DIRTEA, solidifying their status as the no.1 functional mushroom and wellness brand in the UK, and coinciding with the appointment of Grant Coetzee, former COO at Huel as CEO, as well as the game-changing introduction of DIRTEA Gummies in May 2024.
About DIRTEA:
DIRTEA is the next generational leader in wellness dedicated to empowering people to take control of their wellbeing, with a range of high-quality and pure functional mushroom products. They are the gateway to better health, creating products that help people feel good and live better.
DIRTEA consists of a growing product line of super mushroom-infused Powders, Super Blends, and Gummies crafted using the highest quality ingredients. Each product in the DIRTEA range offers wellness benefits to help users achieve their health goals, including enhanced energy, focus, immunity, skin health, and calm.
Since its launch in 2021, DIRTEA has amassed high-profile brand fans, including Rita Ora, Millie Mackintosh, Roxie Nafousi, Fearne Cotton, David Gandy, Benedict Cumberbatch, Bear Grylls, and Davinia Taylor, as well as a number of prestigious awards:
- DIRTEA Reishi was shortlisted in the 2023 Vogue Beauty Awards
- DIRTEA Matcha Super Blend was awarded ‘Best for Focus’ in the 2023 Tatler Beauty Awards
- DIRTEA Cordyceps was highly recommended in the 2023 Men’s Fitness and Women’s Fitness Nutrition Awards.
DIRTEA currently operates through various channels, including e-commerce, events, pop-ups, and partnerships with leading retailers in the UK, including LOOK FANTASTIC, Boots, Selfridges, Planet Organic, Ocado, Daylesford Farm, Victoria Health, Oliver Bonas, John Lewis, Holland & Barrett, Healf, and KX Members Club.
About Bear Grylls:
Bear Grylls is probably the most recognisable face of adventure on the planet.
He is a former 21 SAS soldier, who went on to become one of the youngest ever climbers of Mt Everest, despite breaking his back in a free-fall accident only months earlier.
From Everest he has gone on to host more extreme adventure TV shows across more global networks than anyone in history.
Bear’s shows include the legendary Discovery channel show MAN Vs WILD and the hit show RUNNING WILD with Bear Grylls, now in its eighth season on National Geographic Channel and Disney Plus.
His guests have included: Will Ferrell, Bradley Cooper, Roger Federer, Julia Roberts, plus President Obama, Prime Minister Modi of India, President Zelensky of Ukraine and many others.
He also hosts the hit INTERACTIVE Netflix series YOU VS WILD where it’s the viewers who get to decide what Bear does on each adventure.
He is a double BAFTA & EMMY winner, a family man, and a No. 1 bestselling author who has sold over 20 million books.
He is the Honorary Colonel to the British Royal Marine Commandos, & the first ever Chief Ambassador to 60 million young Scouts worldwide.
He is married to Shara with 3 sons. They live part of the year off grid on a small remote Welsh island.
