We have received a notification that our Lion's Mane Mushroom Grow Kits are a novel food and our listings will not only be deleted but our account suspended for this violation. This is because - Amazon incorrectly informs me - they contain dehydrated mycelium.

Lion's Mane Grow Kits comprise of a substrate (in our case wood) that living mycelium has colonised. It's the root structure of a mushroom in the way that seeds form the base of a tree. There's no suggestion that it should be - or has been dehydrated, or that it should be eaten (it would be like eating soil). There's no suggestion in any way that our product is a novel food. It's simply a kit that - when is sprayed - will cultivate/grow mushrooms.

Our products are advertised on TV in the UK and thus have to go through extremely stringent vetting procedures. There's nothing illegal or illicit about the products or what we are selling.

There are thousands of identical products on Amazon. I've submitted explanations and yet they have been ignored.

I've been informed that our entire amazon account will be deactivated/suspended because of this.