Erewhon is the most expensive grocery store in Los Angeles, but controversy has sparked amongst people who wonder if their products are really worth their excessively high prices. Originally, Erewhon gained popularity on social media by collaborating with the American model and socialite, Hailey Bieber.
Hailey Bieber’s Strawberry Glaze Skin Smoothie, was released at the market in 2022, the same time as her skincare brand, Rhode. The drink is currently sold at Erewhon’s Tonic Bar for $20, with ingredients including almond milk, organic strawberries and even avocado. The use of branding also helps drive their sales as they use brands known outside of the smoothie itself, like Zuma Valley Organic Coconut Cream.
The second most popular smoothie is the eye-catching Coconut Cloud smoothie. Its bright blue color gives the smoothie a more artificial look, even though it actually contains Blue Majik, which is a blue-green algae that is anti-inflammatory, supports healthy joints, and contains antioxidants. “I think Erewhon smoothies are worth the price. I’ve gone to Erewhon a couple of times and my favorite smoothie is the Hailey Bieber Strawberry Glaze. I’ve tried the Coconut Cloud smoothie but I don’t like the banana flavor,” freshman Adela Manookian said. “I also like how the smoothies have healthy ingredients like collagen and sea moss.”
Many social media influencers have also posted their positive opinions and ratings of the smoothie, causing their followers to be more open to trying a smoothie that is unnecessarily expensive. Some customers are also drawn to the buzzwords used to market the products like “enhanced with collagen and sea moss” or “vanilla collagen and blue majik.” Some of the buzzwords used leave most consumers unable to pronounce their names or identify what they are without a quick Google search, if interested, but still purchase the smoothies for their “benefits” or in some situations, it’s aesthetic.
Erewhons Tonic Bar also offers a large selection of hot and iced coffees, soft serve ice creams, smoothie bowls, juices, pastries, hot teas and matcha, bone broth, and tonics. One interesting Tonic option is the Wellness Tonic. According to Erewhon’s website details, it’s “A 4 part lineup including Quinton 3:3 Minerals Erewhon’s 1000 mg liposomal Vitamin C Packet Fire Shot and Shroom Tonic. Take the shots and wash them all down with the Tonic. Our Shroom Tonic offers a comforting texture and a rich invigorating flavor.”
In reality, these tonic drinks are ten times more healthy than the smoothies because of the use of ingredients like ginger and turmeric, yet the smoothies are what are taking over the popularity.
(Adelina Ayvazyan)
Along with the Tonic Bar, the grocery store also has a cafe where there is a large selection of warm foods, salads, and pizza. They offer different-sized plates and charge according to their set price per pound for each food item, similar to Whole Foods. Plates usually consist of one main and two sides or just one main, some of which end up adding up to close to $60 per plate. “When I went to Erewhon, I wasn’t a fan of their food but I really enjoyed the Coconut Cloud smoothie. I don’t think the food was worth the price, the foods I tried were bland and needed more seasonings,” sophomore Lina Gevorgyan said.
Another way Erewhon gains publicity is by collaborating with celebrities and content creators to collaborate and release smoothies. Their fans and supporters would go try the smoothie and review it, making more money. A percentage of the funds get donated to a charity the collaborator hosts or supports. These smoothies are only sold for a limited time making them more exclusive.
Even though Erewhon’s popularity arose through their smoothies, at the end of the day, Erewhon is still a grocery store. The main factor that differentiates Erewhon from other grocery stores is that Erewhon exclusively sells organic products. The first market opened in Boston, only consisting of a small counter and a few cedar shelves but later moved to Los Angeles. Now Erewhon currently has ten running locations in Los Angeles and an upcoming location opening in Glendale during 2025.
Most would argue that it is not worth it to spend $23 on a 12 oz or 20 oz smoothie when one could simply make a similar smoothie at home for a third of the price. Considering all the aspects, these smoothies have health benefits and ingredients that are worth investing in at least once. Erewhon’s bright smoothie colors and designs may also be deceiving to viewers who haven’t tried the smoothies but they taste better than they look. The food from the grocery store is definitely not worth spending excessive amounts of money in compared to the smoothies, although purchasing food is a nice addition to the Erewhon experience.
