Introduction to Alice Mushrooms and Nightcap Chocolate
Alice Mushrooms, a brand specializing in mushroom-infused chocolate, has garnered a dedicated following since its inception three years ago. Their flagship product, Nightcap, is currently stocked in 2,000 stores across the United States and features ingredients purported to enhance sleep quality.
Developed by co-founders Charlotte Cruze and Lindsay Goodstein, Nightcap contains reishi mushrooms and chamomile, both recognized for their calming properties. Additionally, the chocolate includes magnesium and zinc, minerals believed to elevate the body's natural melatonin levels—a hormone that induces sleepiness. The formulation also incorporates L-theanine, an amino acid naturally found in green tea, which is associated with relaxation and sleep support.
"We probably took the longest time to formulate our sleep chocolate, of any of our products, because sleep is so tough. There's a million different reasons that people can struggle with sleep," says New York City-based Cruze.
"We worked with homeopathic doctors, PhD researchers and professional product formulators, to get something that could help with every part of the sleep cycle that could be getting disrupted."
Market Trends and Consumer Preferences
The business growth of Cruze and Goodstein aligns with increasing consumer demand for sleep-enhancing products. A survey conducted by mattress company Sleepopolis, involving 1,003 Americans, revealed that approximately 47% currently use sleep aids. Among these, natural supplements such as melatonin are favored over prescription or over-the-counter medications.
In the United Kingdom, pharmaceutical sleep aids remain the dominant category, although natural remedies represent the fastest-growing segment. Both the US and UK rank among the bottom ten countries in terms of sleep quality, according to IKEA's 2025 Sleep Report.
Products like Alice Mushrooms’ Nightcap chocolate belong to an emerging category that combines health supplement benefits with the appeal of a treat. Cruze emphasizes that consuming chocolate as a sleep aid feels more rewarding compared to taking capsules, which can seem medicinal and less enjoyable.
This trend has intensified competition within the "sleep treats" market. Alternatives include Goodnite dark chocolate sleep bites containing L-theanine and melatonin; Lagoon's Night Bites featuring L-theanine and magnesium; and Good Day Chocolate's "Calm" range infused with magnesium, L-theanine, and chamomile.
Scientific Evidence Behind Ingredients
Reishi mushrooms serve as an active ingredient in various chocolates, gummies, and beverages marketed for relaxation.
Regarding scientific validation, long-term benefits of magnesium and melatonin for sleep have been established. However, evidence supporting chamomile’s positive effects on sleep tends to be short-term and may involve placebo responses.
In the UK, melatonin is available only via prescription. Synthetic melatonin is prescribed for short-term use to address sleep difficulties.
Research on reishi mushrooms remains limited by small sample sizes and short durations, rendering findings statistically inconclusive despite their longstanding medicinal use in Asian cultures.
The effects of L-theanine remain uncertain. Since Japan approved L-theanine for food use in the 1960s, its popularity has grown, linked to cultural associations with green tea and matcha. The US Food and Drug Administration authorized L-theanine for food and beverage use in 2005. In Europe and the UK, approval depends on whether L-theanine is naturally extracted from green tea; synthetic forms are not permitted.
Current research indicates that L-theanine’s impact on sleep is modest. Experts consulted by the BBC advise caution.
Melanie Stearns, assistant professor at the University of South Florida, notes that the dosage of L-theanine tested in studies has often been greater than the amount included in food.
"Because of this, the sleep benefits of L‑theanine when consumed in products like chocolate or snack bars are not well studied, and their effects should not be expected to be dramatic," says Stearns, who's the director of the university's Family, Adolescent, Child, and Caregiver Translational Sleep (FACCTS) Lab.
Lina Begdache, a research assistant professor at Binghamton University in New York who studies the interaction between food, mood, and sleep, warns about potential issues with "dose stacking" as more products include active ingredients like L-theanine.
"Evidence on chronic high consumption from fortified foods and long-term neurobehavioral outcomes is still sparse. Moderation, clear labelling, and attention to total daily exposure remain prudent," advises Begdache.
Expert Concerns and Considerations
Sleep counsellor Dr Kat Lederle expresses concerns regarding the timing of ingredient effectiveness. For instance, melatonin is recommended to be taken two hours before bedtime, whereas Alice Mushrooms claims Nightcap chocolate’s effects can be felt within 15 to 45 minutes of consumption.
Lederle also questions how active ingredients like L-theanine might be influenced by their incorporation into food products alongside fats, sugars, and proteins.
"I'm wondering whether some of these claims are just too early. I think there's still more research needed as to when and how much, in what composition [is most effective], and the effect on different demographics," says London-based Lederle.
She further highlights that sleep aids in the form of chocolates, gummies, bars, or drinks might lead some individuals to overlook underlying causes of their sleep problems.
"You could take four of our Nightcap chocolates, but if you're staring at your phone and scrolling TikTok late at night, there's no point," agrees Cruze.
Biohacking and Functional Food Trends
Amir Mousavi, a chef turned food consultant at Good Food Studio, which assists entrepreneurs in developing new food products, notes that demand for such items is driven by the "biohacking" trend—where individuals seek scientific methods to enhance physical and mental performance.
Mousavi was involved in creating fitness coach Joe Wickes' Killer protein bar, designed as a marketing stunt to highlight the ultra-processed nature of some health products. He is currently working on several new "functional food" brands, though details remain confidential.
Mousavi personally takes a variety of supplements daily, including creatine for muscle building, lion's mane mushrooms for focus, ashwagandha for stress relief, and reishi mushrooms in the evening for relaxation. During a stressful period last year, he used a sleep aid containing L-theanine. He also uses an AI-powered electric bed cover that adjusts temperature based on body heat, which he credits for improving his sleep.
"We're all bio-hacking like nobody's business," reports London-based Mousavi. "It's always been human nature - you want the cheat, you want the shortcuts.
People are very happy to experiment, even with just early stage scientific or proprietary evidence."
