Rasa launched Magnificent Mushrooms in March 2022, after seeing the proliferation of (often crummy) mushroom products on the market, and knowing they sourced the best mushrooms out there already for their blends. My role was all things copy and positioning strategy: from naming the product to packaging copy, a comprehensive content marketing launch (blog posts, emails, social), PDP, and education on the product. One of the biggest challenges was educating the consumer on the highly potent extractions methods used, leading to a much smaller quantity of products than cheaper, less effective mushroom powders (a 1oz bag vs. an 8oz+ bag). We integrated educational components into all aspects of the launch to demonstrate how this is a premium product, how the mushrooms work, serving size, recipes, and more to ensure the customer was able to rest assured that the product was worth the price tag, despite the small size of the bag.