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• How Melting Forest is working to build a cult following via channel expansions and diversified distribution
• Why CPG execs say their business models won’t hold up for another decade
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The mushroom beverage category has been seeding spores to become the next big health and wellness trend for years, and Melting Forest believes it’s found the key to unlock the mainstream mass appeal the space has been seeking.

The energy and relaxation beverage maker has hired new VP of growth and strategy Micah Urbach to help craft a fast expansion into convenience and foodservice channels, where chief revenue officer David Martin said the brand has potential to capture the “cult following” that propelled some of the past companies he’s worked at.

Insiders can access the full story to understand Melting Forest’s growth plan.

Is the Soylent story coming to an end? 

It’s a fair question after perusing parent company Starco Brands (Whipshots, Winona Butter Popcorn Spray, more) shared its Q2 2025 earnings, showing just $6.8 million in gross revenue, a 33.6% drop from the same period last year. 

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The percentage of Americans who say they drink alcoholic beverages has fallen to its lowest point – 54% – in the history of Gallup’s annual survey tracking drinking patterns of adults.

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