The Most Expensive Supermarket in the States
Erewhon, a luxury organic grocer founded in California, is considered by many to be the most expensive supermarket in the nation.
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It’s a popular destination for some of America’s biggest stars, including Miley Cyrus, members of the Kardashian family, and even Justin Bieber’s wife, Hailey. None of the social media icons have a problem spending over $30 on a small amount of trail mix.
Constant Paparazzi Presence Outside the Luxury Grocers
Due to the number of celebs that frequent the luxury grocers, a continuous paparazzi presence typically surrounds the supermarket. This has given the grocers a fair deal of popularity.
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Model Haily Bieber has taken things a step further by convincing the small chain to name a smoothie after her. Now, the supermarket sells over 40,000 Hailey Bieber Strawberry Glaze Skin Smoothies per month.
Bieber Makes the Shake Goes Viral
In an interview, Vito Antoci, the Executive Vice President of Erewhon, told GQ that the strawberry shake has become a viral sensation due to Bieber, who promoted the drink on TikTok.
Source: @Haileybieber/TikTok
Hailey shared a video of the smoothie during a post, captioning it with, “My Strawberry Glaze Skin Smoothie is available starting today @Erewhon Market. Craving this like crazy today.”
Launch of the Chain's Most Popular Drink
The famous smoothie launched back in 2022, the same year as Hailey’s skincare line, Rhode.
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According to the ingredient list, the drink contains Malk almond milk, banana, Rnacho Meladuco dates, vanilla collagen, sea moss, coconut crème, and maple syrup, among other nutritious items.
Fan Girls Go Crazy for Strawberry Glaze
Antoci claims fans of Bieber have traveled hundreds of miles to try and take a selfie with the $18 drink. Dozens have even shared reviews of the sea moss and collagen-infused smoothie on their social media pages.
Source: Freepik
“The fan girls really make these drinks viral,” said Antoci.
Organic Strawberries From Californian Farm
Erewhon takes pride in pointing out the fact the strawberries are sourced from Harry’s Berries, an organic farm in the Californian valleys.
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However, they don’t come cheap. According to reports, the fresh and sweet strawberries are sold for up to $20 per pound.
Symbol of Health to Social Media Viewers
The hype around the smoothie has elevated it to a status symbol among content creators and fans of Bieber.
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“Online, the drink quickly ascended to the mythical—a swirly pink symbol of impossible beauty, hype, luxury, and unattainable wellness,” GQ wrote.
Bieber Wasn’t The First
While all of the hype surrounding the store is currently on Bieber’s strawberry shake, she wasn’t the first to receive a branded drink named after her.
Source: @Tinx/Instagram
That award goes to Christina Najaar, known to her social media following as Tinx. She received her own off-menu, cacao-flavored shake in early 2021.
Hype Around Erewhon Smoothies Takes Off
It wasn’t until 2022, however, that Erewhon’s smoothies really began to take off, thanks to veteran influencer Marianna Hewitt.
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The founder of the skincare brand Summer Fridays played a significant role in promoting the “Coconut Cloud” drink. It’s dyed with algae powder and blue spirulina, giving it an exotic and irresistible color.
Bieber's Platform Elevates Erewhon to New Heights
Fast forward a year, and Hailey Bieber’s massive TikTok following turned Erewhon into a global superstar.
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People flocked to the stores to buy $26 bottles of oxygenated water and, of course, her strawberry smoothie from the ten chains that can be found in a 40-mile stretch between Calabasas and Pasadena.
People Lined Down The Street
The fashion icon admits to driving past one store in Beverly Hills this summer and seeing hoards of people with the strawberry drink.
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“People walking down the street with the smoothie, holding the smoothie, drinking the smoothie. And I’m like, Damn, that’s so wild,” said Hailey via social media.