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Innermost + Selfridges

31st January 2019

31st January 2019

By Catherine Hargreaves

This January we touched down in the one and only Selfridges London! Head down to the Foodhall now to pick up any of our products - we're in the power foods section. 

Selfridges

Founded in 1908, Selfridges is the pinnacle of London and the UK's trendy shopping scene. With everything from jet suits (£340,000? Say no more..) to edible insects, you can't take a visit without discovering something new (and truly necessary). 

Awarded 'World's Best Department Store' on two separate occasions, Selfridges is now a standout feature of Britain, and a leader in the luxury goods retail space. Standing proud as the UK's second largest department store, Selfridges on Oxford Street shot to success in the early twentieth century due to its leading marketing innovations, and a commitment to revolutionise the 'shopping experience' into one of pleasure just as much as necessity.

Now with four stores across London, Manchester and Birmingham, the thrill of a trip to Selfridges should certainly be pencilled in soon.

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Other Insights

Mushrooms: Overhyped or Undervalued?
You’ve probably seen mushrooms plastered all over Instagram by now, thrown into coffee, smoothies, and just about anything else. But let’s be real, are they actually worth the hype, or just another passing fad in the wellness world? Fair question. With terms like “superfood” thrown around like confetti, it’s hard to know what’s legit and what’s just marketing fluff. But here’s the thing: mushrooms have been used for centuries in traditional medicine, and now modern science is backing up a lot of what ancient cultures have been saying all along. Mushrooms in Popular Culture Mushrooms have become more than just a wellness ingredient — they’ve become a cultural phenomenon. From being plastered all over Instagram to making cameos in documentaries and even fine dining, these fungi are having a serious moment What do functional mushrooms do for you? The rise of “functional mushrooms” in wellness circles can be attributed to their ability to support immunity, stress relief, and physical performance. And while they’re trending now, it’s important to remember that mushrooms have been a cornerstone in holistic health for centuries. With more people turning to natural, science-backed alternatives, mushrooms are making their mark as more than just a passing wellness trend. This new wave of mushroom interest shows no signs of slowing down. From health supplements to skincare, mushrooms have officially crossed over into the mainstream. A Glimpse Into the Past Mushrooms aren’t new. Long before they were the star of your favourite influencer’s morning brew, they were a cornerstone in ancient remedies. For example, in China, reishi was hailed as the “Mushroom of Immortality” for its ability to supposedly promote longevity and calm the mind. Meanwhile, chaga, used in Siberia, was brewed as a tea to boost immunity. Mushrooms have been doing the rounds in different cultures for millennia, which begs the question—why are we only now starting to appreciate them in the West? What Are Mushrooms Good For? Mushrooms might have some fancy history behind them, but what does modern science say? Let’s hit some quick facts: Physical Performance: Ever heard of Cordyceps? These mushrooms were traditionally used by Tibetan herders to combat altitude sickness. Fast forward to today, and studies are showing cordyceps can help improve oxygen uptake during exercise, meaning you can push harder and go longer in your workouts. Immunity Boosting: Mushrooms like chaga and shiitake are loaded with beta-glucans. These are complex sugars that give your immune system a kick in the right direction by activating immune cells. Some pretty solid research backs this up, including a study published in the Journal of Traditional and Complementary Medicine. Stress Relief: Feeling a bit frazzled? Reishi is classed as an adaptogen, which means it helps your body manage stress. A study in 2012 found that reishi helped reduce fatigue and improve quality of life in people dealing with chronic stress. Bottom line: reishi is your go-to for a bit of Zen in this chaotic world. Recovery & Hydration: Heard of tremella? It’s also called the “beauty mushroom,” but it does a lot more than just help with skin. Tremella supports hydration and recovery by boosting your body’s production of hyaluronic acid, which helps with inflammation and overall recovery after a tough workout. Mushrooms in the Here and Now Look, some wellness trends come and go (remember the lemon water detoxes?), but mushrooms? They’re here to stay. Mushroom health benefits stretch across so many areas—immunity, stress relief, performance—that it’s no wonder science is getting behind them now. But let’s be clear: we didn’t jump on the mushroom hype just because it’s trendy. Back in 2017, we were the first in the UK to put mushrooms across a range of our products because we knew these fungi weren’t just a fad. Which Is the Best Mushroom Supplement to Take? The Wellness Blend. Fast forward to now, and we’ve gone all-in with The Wellness Blend, our mushroom coffee. Yeah, regular coffee is great, but when you mix it with tremella, chaga, cordyceps, reishi, maitake, and shiitake mushrooms, you’re looking at a drink that’ll not only wake you up but help your mind and body perform at their peak. What makes The Wellness Blend unique. The fact that it contains ALL six functional mushrooms in one great product. It’s that simple. Overhyped or Still Undervalued? It’s easy to be skeptical of anything that gets too much hype, and you’d be right to question the wellness industry’s latest trends. But with mushrooms, I really think what we’re seeing now is the result of centuries of use being validated by science, not just another fleeting craze. These are ingredients that have been trusted for generations and are finally being recognized for their full potential. Are they undervalued? We think so. It’s great that they’re finally getting the recognition they deserve. Now it’s over to you to decide. Read more
Gut Health Tests
Let's talk about gut health tests – you know, those trendy kits that promise to analyze the bacteria in your gut and give you ALL the answers. Seems like everywhere you turn these days, someone's pushing them on you, asking you to mail off your poo for a pricey test. I teamed up with one of Innermost's resident nutritionists, Sophie Gastman, to dig into the truth behind these tests First things first, what are gut health tests? Essentially, they’re marketed as a way to assess the balance of bacteria in your gut. All you have to do is collect a stool sample, ship it off, and wait for your results to roll in. Companies who offer these tests will most likely offer to sell you a ‘'personalised’' probiotic or prebiotic based on your results, along with some ‘'personalised'’ (but what definitely looks like generic) dietary and lifestyle recommendations. It all sounds simple enough, but here's where things get murky. Sophie has been looking into the validity of these tests, and she’s a bit skeptical.  "HERE'S WHY" Accuracy: These tests only give you a snapshot of your gut microbiome at one point in time. Your gut bacteria can change in as little as 24 hours based on what you eat and how you live, so by the time you get your results, they might already be outdated. Plus, different methods to study the same samples can also give wildly different results. So, if you sent your sample off to two different companies, one might say you have a lot of one type of bacteria, while the other says it’s barely there. Lack of Evidence: Despite years of research, we're still in the dark about which gut microbes are linked to specific health outcomes. So, any test claiming to have all the answers is just too good to be true. For example, scientific studies suggest that knowing what’s in your gut might not actually help with understanding or treating diseases like IBS. Lack of Actionable Insights: Even if these tests could accurately assess your gut, the recommendations they provide are often based on shaky science. Plus, they're so complex that even the experts struggle to make sense of them. Lack of Knowledge: Let's face it, most of us aren't microbiologists. So when these tests dump a ton of complicated info in our laps, it's more likely to leave us scratching our heads than feeling empowered. To make matters worse, these tests can cost a lot of money. We think rather than blowing your hard-earned cash on a gut health test, why not focus on some tried-and-true strategies to support your gut? Cue Sophie with her top six tips to better gut health Diet: Fill your plate with a rainbow of fruits, veggies, whole grains, and legumes to keep your gut happy. Aim for 30 plant points a week (a point for every new plant you eat) - this number seems to be the sweet spot for making the most difference to your gut health. Chill: Stress can wreak havoc on your gut, so find ways to unwind, whether it's through meditation, exercise, or just shooting the breeze with a friend. Hydrate: Keep the water flowing to keep things moving smoothly in your digestive system. Sleep: A good night's sleep does wonders for your gut, so aim for 7-9 hours of shut-eye each night. Ferment: Add some fermented foods like yogurt, kimchi, and sauerkraut to your diet for a boost of gut-friendly probiotics. Supplement: Innermost's The Digest Capsules contain prebiotics and probiotics to keep your gut bacteria thriving, along with digestive enzymes and ginger. Combine them with all the points mentioned above to help your gut bacteria thrive. So there you have it – supporting your gut health doesn't have to be complicated or break the bank. Just focus on the basics and make some small lifestyle tweaks, and you’ll be well on your way to a healthier gut for a fraction of the price, and without the need to mail your poo off to some complete stranger. Read more