New British startup A Kind Mind Ltd. is set to disrupt the £3bn+ UK savoury snacks category with the launch of Lion’s Brain®, a first-of-its-kind premium hand-cooked crisp range infused with Lion’s Mane mushroom extract and added zinc.
Positioned directly at the intersection of two fast-growing consumer trends, gourmet indulgence and functional wellness, Lion’s Brain® brings a tangible point of difference to the crisp aisle. Leveraging zinc’s EFSA-approved health claim (contributes to normal cognitive function), the brand offers retailers an innovation designed to drive incremental category growth and attract high-value, wellness-focused shoppers.
Manufactured in the UK in partnership with established artisan producer Savoursmiths, the new crisps are hand-cooked using premium potatoes and feature an intensive 8% seasoning inclusion rate to ensure uncompromised, restaurant-quality flavour delivery.
The range debuts with three trending flavours:
- Wild Mushroom & Black Garlic (Vegan, Gluten-Free)
- Shiitake Mushroom & Truffle Salt (Vegan, Gluten-Free)
- Raclette Cheese & Shallot (Vegetarian, Gluten-Free)
To serve both impulse grab-and-go and home-snacking occasions, each flavour will be available in two core trade formats:
- 40g Impulse Single Bag: RRP £1.50
- 150g Sharing Bag: RRP £3.75
The launch arrives as functional snacking experiences exponential growth across European food retail, particularly among Gen Z and Millennial demographics seeking dual-benefit products that deliver wellness without sacrificing taste. Demonstrating early industry momentum, Lion’s Brain® has already been named one of Entrepreneur UK’s ‘Top 100 Start-ups to Watch 2026’ ahead of its official retail rollout.
Ian Harman, Founder of A Kind Mind Ltd. and the brains behind Lion’s Brain® said: “Shoppers are increasingly thoughtful about the products they buy, but taste and enjoyment remain absolute non-negotiables in savoury snacking. We’ve spent a considerable amount of time perfecting the recipes, ensuring full regulatory compliance, and creating a proposition that offers genuine differentiation for stockists. Seeing the first finished packs come off the line marks a major milestone for us as we begin opening up trade conversations”.
To ensure a smooth transition into national retail and wholesale distribution, A Kind Mind Ltd completed a comprehensive programme of nutritional testing, legal verification, and claims compliance. Legal frameworks were vetted alongside Ashfords LLP, with specialist labeling and regulatory alignment conducted by The Nutrient Gap.
Lion’s Brain® is launching initially across UK independent retail, wholesale, fine food, hospitality, direct-to-consumer (D2C), and e-commerce channels.
For further information and stockist enquiries visit www.lionsbrain.co.uk.
Comments are closed.