Mushroom Coffee: Ryze Superfoods' TikTok Takeover

If you’ve been on TikTok in the last year, there’s a good chance you’ve scrolled past videos of creators sipping a creamy cup of “mushroom coffee,” swearing it brings them all-day energy, sharper focus, and even better digestion. Ryze Superfoods, one of the biggest brands at the center of this trend, became a household name almost overnight. Mushroom coffee’s appeal lies in its promise to blend ancient ingredients—like lion’s mane, chaga, or cordyceps mushrooms—with modern wellness culture, all wrapped up in the comforting ritual of drinking coffee. For thousands of fans, mushroom coffee represented a shortcut to wellness—less caffeine jitters, more benefits, and maybe even a better mood.

But underneath the viral recipes, sponsored posts, and before-and-after testimonials, a storm has been brewing. In September 2025, Ryze Superfoods discontinued several of its most popular health claims after an investigation by the BBB National Programs’ National Advertising Division, often called the NAD. The NAD is a self-regulatory group that reviews truthfulness in advertising and can require brands to change or pull misleading claims. Ryze was specifically told to stop advertising that their Mushroom Coffee or Mushroom Matcha products provided all-day energy, sharper focus, healthier digestion, better immune support, or better sleep. Not only that, but Ryze’s ads had implied that their Mushroom Matcha could suppress appetite in ways similar to GLP-1 agonists—powerful prescription medications used for diabetes and weight management—but with none of the side effects. These claims were found to be unsupported.

The NAD’s intervention didn’t happen in a vacuum. The mushroom coffee craze exploded on TikTok, where short videos can reach audiences in the millions within hours. The trend encouraged everyday users, wellness influencers, and even celebrities to share their experiences and favorite brands. This surge in popularity made it easy for marketing messages to blur into trending content. Because TikTok’s algorithm favors viral, engaging posts, bold health promises traveled faster than the fine print or regulatory warnings. As a result, some viewers began to take these claims at face value, assuming that if a product is popular and widely endorsed online, it must be safe and effective.

But backlash followed. By April 2026, Ryze Mushroom Coffee was forced to withdraw disputed claims due to the NAD’s intervention. At the same time, the brand had accumulated 859 complaints to the Better Business Bureau, a number that highlights a significant volume of consumer dissatisfaction and concern. An active class-action lawsuit further intensified the controversy, with plaintiffs challenging the safety, advertising, or both, of Ryze products.

Health risks extended beyond unproven claims about drinking mushroom coffee. In June 2025, TikTok saw a spike in videos promoting a startling new trend: coffee enemas. Inspired partly by mushroom coffee’s supposed detoxifying effects, some users began advocating for administering coffee rectally to achieve enhanced cleansing, better digestion, and other health benefits. Medical experts warned that the rectum is not designed for the direct administration of coffee or other hot liquids. Reported risks included rectal irritation, inflammation, burns, and potentially more serious complications. Despite these warnings, the persistence and reach of the trend underscored how rapidly misinformation can spread on TikTok, especially when unusual or shocking content is involved.

The mushroom coffee controversy didn’t just impact companies and regulators. Everyday consumers were caught in the crossfire. Some buyers reported feeling misled by the bold marketing, frustrated when promised benefits didn’t materialize. Others worried about possible exposure to heavy metals like lead, especially since products marketed as “natural” or “superfood” can seem automatically safe. The 859 BBB complaints reflect a wide range of user grievances, from shipping issues to concerns about side effects. Meanwhile, influencers who promoted mushroom coffee had to navigate the fallout, with some pulling sponsored content or clarifying that their results were not guaranteed.

Regulatory scrutiny put pressure on Ryze and similar brands to rethink their advertising. The NAD’s action forced Ryze to withdraw most of its wellness claims, but the initial impact of those messages—millions of impressions on TikTok, thousands of positive reviews—couldn’t be reversed overnight. Even after the claim withdrawals, some consumers likely continued to believe in the original promises, a phenomenon known as the “continued influence effect,” where debunked information still shapes public perception and behavior.

The fairness of the criticism against mushroom coffee brands depends on perspective. On one hand, regulatory bodies like the NAD and the California Attorney General’s office are responsible for protecting consumers from misleading or dangerous products. The forced withdrawal of unsupported health claims and mandatory lead disclosures are grounded in documented evidence. On the other hand, some fans of mushroom coffee argue that anecdotal benefits—like feeling more alert or focused—shouldn’t be discounted just because they don’t meet clinical trial standards. For these loyalists, regulatory actions seem heavy-handed or dismissive of personal experience.

Inside the TikTok wellness community, debate rages on. Some users believe the crackdown on mushroom coffee brands is long overdue, arguing that unsubstantiated health claims can put vulnerable people at risk—especially those with underlying conditions or those seeking alternatives to prescription medications. Others argue that consumers should take more responsibility for their choices, researching ingredients and reading scientific studies rather than taking TikTok trends at face value. There’s also tension between creators who feel pressure to keep up with viral content and those who want to be more transparent about sponsorships and realistic results.

The conversation has even expanded beyond mushroom coffee itself. The coffee enema trend, for example, sparked heated exchanges between medical professionals, influencers, and everyday users. Doctors and science communicators have repeatedly emphasized that the rectum is not suited for coffee infusions, and that supposed detox benefits are not supported by evidence. Yet, the allure of quick fixes and viral hacks keeps drawing in new participants, creating an ongoing cycle of risky experimentation and subsequent warnings.

At the center of all this is a single, sobering number: 859— the count of formal complaints lodged with the Better Business Bureau against Ryze Mushroom Coffee. With regulatory investigations, legal settlements, and class-action lawsuits now in play, the mushroom coffee trend on TikTok stands as both a business phenomenon and a cautionary tale.