The Smoothie Strategy Continues: Erewhon and Kendall Jenner Peaches & Cream Smoothie

Imagine strolling through Erewhon, the famed LA grocery store where ordinary shopping takes on a whole new meaning. Here, $20 for a bottle of water or $27 for tuna sushi isn't just a price tag; it's a lifestyle choice embraced by the daily flock of patrons.

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Things are peachy at Erewhon with Kendall Jenner as the latest celebrity to introduce a smoothie at the popular market. Jenner's creation, the Peaches and Cream Smoothie, features gut-friendly ingredients like kombucha and yogurt. The full ingredient list includes:

• GTs Peach Paradise Kombucha
• Vita Coco Organic Coconut Milk
• GTs Cocoyo Yogurt Peach Nectarine
• Organic Maple Syrup
• Vanilla Grass-Fed Collagen
• Organic Peaches
• Organic Goji Berries
• Organic Coconut Cream
• Lilly of The Valley Aloe Vera Juice
• Eidon Electrolytes

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With a $23 price tag, the runway star’s peaches and cream-flavoured smoothie fits right in with Erewhon's other splurge-worthy drinks Additionally, a portion of the proceeds from Jenner's smoothie will benefit the Good Shepherd Shelter in Los Angeles, which supports those affected by domestic conflict.

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What is Erewhon? 

Founded in the 1960s as a humble market stall in Boston, Erewhon has blossomed into a ten-store empire, all nestled in the heart of Los Angeles, California. Pioneering the macro-nutrition movement, Erewhon's ethos revolves around health-conscious living wrapped in a high-end, beachy ambiance. Picture a health food store on steroids, with a deli counter brimming with delectable take-home meals, a café serving up smoothies and sandwiches, and aisles overflowing with exclusive products, akin to Whole Foods but elevated.

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For Erewhon enthusiasts, the store offers two membership tiers priced at $100 and $200 annually. Both subscriptions include a free smoothie of the month for the first two weeks, points earned for every $10 spent, and exclusive discounts and special offers from lifestyle brands featured at Erewhon.

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Celebrity sightings, a common occurrence, have long been associated with Erewhon, with the likes of The Kardashians making it a go-to destination. However, the grocery store recently skyrocketed to viral fame on TikTok, all thanks to an Instagram story posted by Hailey Bieber of her usual order. 

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‍The Smoothie Takeover 

This post sparked a surge of visitors eager to taste Hailey's signature order, prompting the store staff to excitedly report back to her on its popularity. This initial connection paved the way for a successful collaboration between Hailey Bieber and the store, resulting in their most triumphant co-branded smoothie to date. Surprisingly, this wasn't Erewhon's inaugural collaboration. That honour belongs to TikTok content creator Christina Najaar, known as Tinx, who received her own exclusive off-menu cacao-flavoured shake in early 2021. However, it wasn't until the launch of the "Coconut Cloud" drink in 2022, crafted in partnership with influencer Marianna Hewitt, founder of Summer Fridays skincare, that Erewhon's reputation for luxurious smoothies soared online. Hewitt's $17 Coconut Cloud, infused with vibrant blue spirulina and topped with rich whipped coconut, set the stage for Bieber's Strawberry Skin Glaze, both drinks embodying not only exquisite taste but also photogenic allure, destined for social media fame. 

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As stated by Vito Antoci, Erewhon's executive vice president and sibling of CEO Tony Antoci, the stores move an astonishing 40,000 Strawberry Skin Glaze smoothies monthly. While Hailey Bieber doesn't directly benefit financially from these sales, though the continuous boost in name recognition is invaluable, a portion of the proceeds is allocated to charitable causes.

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While their smoothie collaborations steal the spotlight, Erewhon also partners with other celebrities to offer a variety of health-oriented drinks. For example, they teamed up with Kourtney Kardashian’s supplement brand for a Lemme Juice collaboration, showcasing their commitment to health and wellness through innovative partnerships.

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Past Collaborations 

• Bella Hadid: Orange Creamsicle -  Kinsicle $19
• Sofia Richard: Sweet Cherry $21
• Winnie Harlow: Island Glow $22
• Kourtney Kardashian: Poosh Potion Detox #18
• Shay Mitchell: The Not Basic BÉISIC smoothie $18
• Olivia Rodrigo: Good 4 Ur Guts $18
• Emma Chamberlain: Cold Brew Cookie Smoothie $19

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Whether users shared posts about the smoothies out of genuine enjoyment, tried to recreate them at home, or commented on their high prices, there's no denying that these collaborations have sparked significant conversations on social media.

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These partnerships, along with the viral buzz they've generated, have propelled Erewhon into mainstream recognition beyond the LA wellness community. This growing popularity is positioning the brand to make a substantial impact in the beauty and lifestyle sectors in the coming years.

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What Else?

Erewhon and Bieber continue to build on the iconic Strawberry Skin Glaze line with new additions. They have introduced a Frozen Yogurt series, Hailey’s Way Cosmic Bliss Soft Serve,  and now offer pints of ice cream that customers can purchase to enjoy at home as part of their grocery haul.

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