Is Ellie Goulding’s New Powdered Mushroom Venture Her Next Big Breakthrough?

Ellie Goulding reflects on her journey as a wellness advocate, recalling the initial mockery she faced when she embraced this identity.

“It was so ‘un-rock’n’roll,'” shared the singer, known for hits like Burn and Love Me Like You Do. “Now [rapper] Central Cee is doing it, and it’s finally accepted as cool.”

This week, Goulding is set to launch her innovative business focused on “functional mushrooms,” aiming to cater to the increasing demand among health-conscious consumers.

As co-founder of Everystate, Goulding will offer powdered mushroom pouches that can be enjoyed when mixed with hot water or milk. The company plans to promote monthly online subscriptions starting at £36 for 200 grams of powder, alongside retail offerings in select stores, including Daylesford Organic.

“I’ve had the desire to work with mushrooms for quite some time,” Goulding, 38, mentioned to The Sunday Times from her studio, where she is busy crafting a new album. “I’ve been consuming mushrooms for years.”

This foray into mushrooms represents a new chapter in Goulding’s illustrious career, which took off in her early 20s with the release of her debut single Under the Sheets in 2009. Notably, she performed at the wedding reception for the Duke and Duchess of Cambridge just two years later, marking the beginning of her rise to stardom.

After experiencing anxiety, Goulding took a break from her career between 2016 and 2020. In the previous year, she announced her split from her husband Caspar Jopling, with whom she shares a nearly four-year-old son.

Her interest in mushrooms deepened during her hiatus. She initially envisioned entering the mushroom sector towards the end of the decade. “Then the pandemic hit, and everything slowed down. Plus, I became a parent, which made everything a bit hazy for a time.”

Typically, mushrooms are associated either with grocery store produce aisles or hallucinogenic “magic” varieties.

However, the “functional mushrooms” Goulding incorporates into her diet serve a different purpose. These varieties are believed to enhance focus, promote relaxation, and improve skin health.

“Many people are either scared of mushrooms or misunderstand them, fearing they won’t taste good,” stated Gemma Feare, co-founder and CEO of Everystate.

Marks and Spencer has recently begun offering mushroom-infused beverages, including a vanilla latte enhanced with powdered lion’s mane mushrooms, renowned for their focus-enhancing properties.

While functional mushrooms have gained traction in the US market, the sector sees potential for growth in the UK as well. A report from Straits Research last year valued the global functional mushrooms market at $36 billion.

Goulding co-founded Everystate with Feare and entrepreneur Jonathan Relph. The pop star has invested her own funds, in addition to securing backing from the venture capital firm Era.

Despite criticisms that her involvement may align with typical celebrity capitalizing on trends, Goulding insists that her engagement goes beyond mere endorsement.

“I haven’t really participated in many ventures during my career, surprisingly,” she remarked. “My focus has been on my music; I don’t just perform my songs, I write them, produce them, and play the instruments. I’m involved in every step of the process.”

Other than her investment in a cocktail brand called Served, she explained: “Nothing else has aligned closely enough with my values to warrant my commitment.”

While acknowledging the temptation for individuals in her position to accept numerous endorsement opportunities for social media posts, she stated, “That’s not my approach, and I wouldn’t feel right about it.”

Nonetheless, she believes it’s acceptable for others to pursue such avenues, especially considering that touring may not be as lucrative for musicians nowadays. “It’s something that many artists feel obligated to do,” she clarified.

She indicated that fans can easily discern when something lacks authenticity. “It’s crucial to genuinely assess what opportunities resonate with you, beyond just the financial incentives.”

Regardless of the success of her mushroom business, Goulding assures her fans that they can anticipate more creativity from her, possibly fueled by her newfound passion for fungi. “At 38, I have more energy than ever—it’s quite astonishing,” she concluded.