Whiz Kid: Toodaloo CEO Joins Wiz Khalifa to Launch MISTERCAP’s

Wiz Khalifa loves mushrooms and no, it isn’t the type you might expect given his other CPG venture venture, Khalifa Kush. The rapper; Philippe Chetrit, CEO of adaptogenic-enhanced snack brand Toodaloo; and Khalifa Kush co-founder and COO, Tim Hunkele; and Khalifa Kush CEO DJ Saul, have joined together to launch MISTERCAP’s, a new line of mushroom-based products.

At launch, the brand has three offerings: Shiitake, Oyster Mushroom and Lion’s Mane grow kits each with an MSRP of $27.95.

“The people who have done this in the past are really [part] of that ‘forger’ community,” Chetrit said. “We’re trying to open up the pie, get [mushroom growing] to more people and to create more foragers out there. Basically more commercial appeal.”

So why is the ‘See You Again’ performer interested in mushroom growing kits? Chetrit said Khalifa has been embracing a healthy lifestyle, heading to the gym at least five days a week. Additionally, the brand’s moniker comes from Khalifa’s longtime nickname. The rapper is actively involved in product development, Chetrit said, while his family office, BNY Ventures, is backing the venture.

The kits will initially be sold online, but Chetrit said retailers will come next. Its most direct competitor is Back to the Roots, which launched in 2010 with its own mushroom kits, before expanding into (now discontinued) cereal and then other garden products. However, unlike Back to the Roots, which has heavily invested into garden centers as a sales channel, MisterCap is aiming at grocery, natural and mass retailers. Future launches, Chetrit added, will stay away from the supplement set, where he said there are plenty of adaptogenic offerings, and instead focus on other food related products. Psychedelic offerings are also off the table.

“[The current product line is] unique, it’s special. It’s more than just food or something in a pouch,” Chetrit said. “The ambitions for the brand are to grow multiple product lines. There’s more coming.”

Chetrit told NOSH though his attention currently is on MISTERCAP’s, he will remain as CEO of Toodaloo, which is now sold in over 1,000 doors. To support Toodaloo, MISTERCAP’s, and an unnamed, soon to launch brand, Chetrit has created Act Natural, an incubation “studio” for emerging brands. When asked what’s next for Toodaloo, Chetrit declined to comment.

“I am always drawn to building really creative brands and got the opportunity to work on something really fun over here,” Cherit said.”[MISTERCAPS’s is] such a cool experience and just an incredible opportunity to partner with a great team to further push the health benefits of mushrooms out into the world.”