Wunderground's Craft Instant + Mushroom Coffee and Brain Wash SuperBoost Mix-In is now on Costco.com: 60 servings for $59.99--and coming soon to warehouses in January.
By Jody Hall, founder and CEO, Wunderground
A handful of moments in my career have felt bigger than a milestone. Standing with Howard Schultz outside the Starbucks HQ in 1998 to kick off our Lilith Fair sponsorship. Opening the doors at Cupcake Royale. Taking the first sip of Wunderground and knowing we’d nailed the taste.
Today is another one. Wunderground is now available on Costco.com with our Northeast warehouse launch planned for January and more regions in the works.
It’s a new way to discover what we’ve been building: coffee that puts taste first, with functional mushrooms built into the ritual to help us feel and perform better. And for our team, customers, and the people who have backed us, it’s a meaningful step into our next chapter.
Buy at Costco · Not a Member? Buy from Wunderground!
Why Costco, and why now?
We’ve built Wunderground around a simple conviction: people shouldn’t have to compromise on coffee to make functional mushrooms part of their day.
Our customers have helped us prove there’s an appetite for that approach. Costco gives us an opportunity to bring it to a much wider audience.
This launch brings together the things we’ve been building toward: a product we’re proud of, a deeply experienced team, and a new channel for growth. Now we get to bring that same taste-first approach to more people, one daily ritual at a time.
This pallet is coming to Costco in the NE Region in January and more regions to follow.
None of this happened overnight. It took relationships, a lot of product work and this community: the friends who told friends, and the investors and advisors who opened doors. Thank you to the investors Lindsay Schwartz and Cindy McLoughlin who made the introduction and to our partners at Costco for believing in what we're making to share with their members.
Taste first, then science
Hannah Su, our co-founder and Head of Product, spent 23 years in R&D at Starbucks, where she formulated bottled Frappuccino and commercialized the formula for VIA Instant. She brings that same discipline to Wunderground: make it taste great, make it convenient, and keep refining until it earns a place in someone’s daily routine.
Making functional mushroom coffee that dissolves cleanly and tastes like coffee takes more than a good idea. It takes decades of product-development experience and a refusal to settle on taste. That’s what Hannah brings to Wunderground.
Hannah Su, Wunderground's Co-Founder and Head of Product, pictured on the production line run of our Cold Brew Oat Latte
Dr. Arti Chandra, MD, MPH, IFMCP, a physician and an inaugural member and certified practitioner of the Institute for Functional Medicine, is our medical advisor. She guides our formulation and the selection of mushroom extracts and concentrations.
Our "Quad Squad" of Lion's Mane, Cordyceps, Reishi and Chaga are 100% fruiting body, dual-extracted and USDA Organic. We care about what goes into the formula, and just as much about how it fits into your day. Visit our Science Page dive in and explore further.
Dr. Arti Chandra, Wunderground's medical board advisor, in the garden.
The rest of our team and advisors come from Starbucks, Stumptown, Verve and Califia. If you're going to bet on coffee, there isn't a more seasoned team to do it with.
More than Double the Mushrooms: We deliver benefits from 5,000mg biomass of functional organic fruiting body mushrooms per serving, compared with 2,000mg in category leader Ryze.
SuperBoost is a Game Changer: Love the coffee you already drink? Brain Wash SuperBoost fits right in. Our caffeine-free mushroom mix-in has no sugar, artificial sweeteners, or stevia, and a neutral pleasant taste that works in coffee, tea, smoothies, and protein shakes. It’s not a creamer, and you don’t have to change your favorite drink to make it part of your routine.
What customers are saying
People come to Wunderground for different reasons. Taste is what brings them back.
“Smooth and no mushroom taste!” — Terri E., verified purchase
"Two and a half weeks in, I started to have a different mental state. I literally found myself feeling sharper. In the morning, I now pop out of bed thinking clearly, ready to go." — Michael W., verified purchase
How to drink it
Craft Instant is built for convenience. Enjoy it hot or iced, in water or milk. Need a double shot? Add another stick. We love it in a morning protein shake: coffee and protein, one and done.
Mushroom SuperBoost Mix-in fits into your morning ritual. Stir into your morning cup, whatever that is: coffee, tea, cold brew, smoothie. Or keep it simple, like Hannah, who drinks it with water morning and night.
Building for this moment over decades
I've been building brands in Seattle for more than 30 years, and every one taught me something I bring to Wunderground.
Jody Hall, founder of Wunderground pictured with Howard Schultz at Starbucks Headquarters for the 1998 Lilith Fair kickoff
1998: Starbucks, one cup at a time. I led marketing through Starbucks' early growth years--pairing our coffee at events alongside music, film, food and literature. You've heard Howard talk about One Cup at a Time - that was my job . I convinced the leadership team to sponsor Lilith Fair in 1998 - our biggest ever sponsorship at the time. Here I am with Howard at our kick-off at Starbucks HQ.
2003: Cupcake Royale. I opened one of the first cupcake bakeries in the country. My friends thought I was crazy. We built a beloved brand that millions chose for celebrations of of life's biggest moments, and it took me places I never expected.
2010: I spoke with President Obama in Seattle to about a recent White House report regarding positive economic impact of women owned business.
2012: I was invited to testify before our US Congress on why affordable health care matters to small businesses. The President tweeted about it afterward. I still can't quite believe that one.
Those experiences taught me how to build lasting brands, bring people together, and keep a north star vision. I’m bringing every bit of that experience to Wunderground.
Jody Hall pictured with President Obama and Nancy-Ann DeParle, former White House Deputy Chief of Staff. Tweet from Barack Obama after Jody Hall testified in Congress in 2012.
Help us spread the word
If you’ve enjoyed Brain Wash or Craft Instant, help us make this launch count: shop on Costco.com (link here), share this story, and tell a friend.
To our customers, investors, advisors, and friends: thank you for helping us get here. Every chapter of my career has started with a community that showed up early. You’re that community for this one.
Jody