National Advertising Division Finds Qualified Saffron Claim Supported; Recommends Alice Mushrooms Discontinue Zen-X Health Claim
New York, NY – September 16, 2026 – As part of its monitoring program, BBB National Programs’ National Advertising Division examined Alice Mushrooms, LLC’s support for health claims made for its Zen-X mushroom-containing chocolate products. The National Advertising Division (NAD) recommended that Alice Mushrooms modify its Zen-X claim to make clear that the health benefit claim is limited to saffron.
At issue for NAD was Alice Mushrooms’ support for its claims that its products provide health benefits including energy, libido support, and deep sleep. Zen-X touts its calming properties, specifically that “cool, calm and collected is one delicious bite away.”
In support of its claim, Alice Mushrooms relied on studies of three key ingredients: L-theanine, kanna, and saffron, arguing that the ingredient-level evidence collectively provided a reasonable basis for its claims. NAD determined that Alice Mushrooms did not have a reasonable basis for the Zen-X claim “cool, calm and collected is one delicious bite away” and reviewed the ingredient studies to see if a qualified claim could be supported.
NAD determined that the evidence in the record was not a good fit to demonstrate the impact of L-theanine and kanna extract to confer the following claimed benefits: cool, calm and collected, and clear headed, but noted that nothing in the decision prevents Alice Mushrooms from making a qualified claim as to kanna’s safety and tolerability.
As to saffron, NAD determined that one of the clinical studies on the same dose of saffron as in Alice Mushrooms included many indicia of reliability and found statistically significant results on measures, including tension, stress, and vigor. NAD recommended that Alice Mushrooms modify the claim “cool, calm and collected is one delicious bite away” to make clear that it is limited to saffron.
During the inquiry, Mushrooms voluntarily discontinued the challenged claims for its Brainstorm product and all but one of the challenged claims for Zen-X. The permanently discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued and Alice Mushrooms agreed to comply.
In its advertiser statement, Alice Mushrooms stated that it "will comply with NAD's recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
At issue for NAD was Alice Mushrooms’ support for its claims that its products provide health benefits including energy, libido support, and deep sleep. Zen-X touts its calming properties, specifically that “cool, calm and collected is one delicious bite away.”
In support of its claim, Alice Mushrooms relied on studies of three key ingredients: L-theanine, kanna, and saffron, arguing that the ingredient-level evidence collectively provided a reasonable basis for its claims. NAD determined that Alice Mushrooms did not have a reasonable basis for the Zen-X claim “cool, calm and collected is one delicious bite away” and reviewed the ingredient studies to see if a qualified claim could be supported.
NAD determined that the evidence in the record was not a good fit to demonstrate the impact of L-theanine and kanna extract to confer the following claimed benefits: cool, calm and collected, and clear headed, but noted that nothing in the decision prevents Alice Mushrooms from making a qualified claim as to kanna’s safety and tolerability.
As to saffron, NAD determined that one of the clinical studies on the same dose of saffron as in Alice Mushrooms included many indicia of reliability and found statistically significant results on measures, including tension, stress, and vigor. NAD recommended that Alice Mushrooms modify the claim “cool, calm and collected is one delicious bite away” to make clear that it is limited to saffron.
During the inquiry, Mushrooms voluntarily discontinued the challenged claims for its Brainstorm product and all but one of the challenged claims for Zen-X. The permanently discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued and Alice Mushrooms agreed to comply.
In its advertiser statement, Alice Mushrooms stated that it "will comply with NAD's recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.