Hailey Bieber, $20 smoothies and sea moss. All of these things share one commonality which is being a part of California’s latest food craze, the upscale supermarket called Erewhon. The store chain currently has 10 locations across Los Angeles County and has become a viral sensation for its obscure items and prices. Compared to other health markets like Whole Foods or Sprouts, Erewhon is the most luxurious of them all.
Super Smoothies
The item that has put Erewhon on the map is their line of extreme health smoothies all averaging over $10 for one drink. Hailey Bieber created her own collaborative smoothie with the store titled, “Hailey Bieber’s Strawberry Glaze Skin Smoothie.” Online taste testers have overall given a great review to the Hailey Bieber smoothie alongside the other flavors the store offers. Her drink became a viral sensation causing influencers all over LA to run and experience it for themselves.
Hailey isn’t the only celebrity marketing off of this new food craze. Supermodel Winnie Harlow and Sophie Richie have both recently released their own smoothies with Winnie’s being priced at a whopping $22 and Sophia’s being $21. Some of these drinks claim to have sufficient health benefits with Hailey’s claiming to better your skin. They also all tend to consist of some bizarre ingredients like sea moss, a unique addition that is supposed to enhance gut health.
Supermarket of the Influencers
Due to Erewhon’s extreme prices, it isn’t the place for an average person to do their grocery shopping. Most people are not spending $14 on bottled water or $40 on sea moss gel. However, Erewhon has become a hub for influencers to visit and make content surrounding what the store has to offer.
Alix Earle, Darcy McQueeny and even Trisha Paytas are just a few famous influencers that pop up with videos when searching “Erewhon” on TikTok. These videos consist of influencers buying every smoothie flavor or picking out items from the hot bar to explain to their audience if the price was validated by the flavor.
Some of these videos share how much a person was able to purchase when only spending a limited amount of money. Needless to say, it’s usually never more than a few items when attempting to stay under a budget of $100.
Erewhon’s quality may be good but it appears that the price stems more from paying for the brand name than the actual substance of the products. It has become a symbol of status to afford the Hailey Bieber smoothie.
Would you want to try anything from Erewhon? Let VALLEY know your thoughts by tagging us on Instagram @VALLEYmag!
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