IYKYK: That $100 smoothie kit is on its third round
Is there a brand audacious enough to market a $100 smoothie kit? Yup. And it comes on the heels of the same brand’s equally brazen marketing of a $20 smoothie.
IYKYK. Erewhon’s at it again.
Unapologetic and confident that consumers actually want to pony up real money for its expensive fruit drink, the Los Angeles-based ultra-expensive grocery store is doubling down on its pricey smoothies.
Erewhon is a celebrity and influencer hotspot, where a 24-pack of canned Erewhon spring water costs $80, a two-pack bundle of soup in a jar sets you back $50, a store tote bag is priced at a hefty $143, and a currently sold out Erewhon Hoodie costs $170.
Then there’s Erewhon’s viral smoothies.
Erewhon’s $20 Strawberry Glaze Skin Smoothie debuted in 2022 to coincide with the launch of Hailey Bieber’s Rhode skincare brand in the same year. Bieber’s signature drink was crafted with almond milk, organic strawberries, bananas, avocado, collagen peptides, hyaluronic acid and sea moss gel, among other high-end ingredients. It triggered a TikTok frenzy. Since then, a slew of other celebs have attached their name and personalities to their own Erewhon smoothies, including Barbie.
Erewhon is now spreading the love for uber pricey foods and drinks far and wide through its smoothie kits, which it launched in late 2025 to ship nationwide for anyone who wants to recreate its $100 smoothie at home.
The company just announced a third new smoothie kit —the Malibu Mango —to join the two previously launched Coconut Cloud and Strawberry Glaze Skin kits.
The Malibu Mango Smoothie Kit includes pre-portioned premium ingredients to prepare four 20-ounce smoothies, plus a carton of Vita Coco Farmers Organic Coconut Water, instructions to make the smoothie, and four original Erewhon cup lids and straws.
The kits are available while supplies last.
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