Erewhon is keeping things fresh.
The high-end organic grocer, beloved by the stars, is famed for its exorbitantly priced eats and smoothies.
A-list celebrities such as Hailey Bieber, Sabrina Carpenter, Sofia Richie and Olivia Rodrigo all have had smoothie collaborations with Erewhon that can range in price from $11 to $22.
In their latest collaboration, Erewhon is partnering with oral wellness brand Boka on its first-ever toothpaste-inspired smoothie.
That’s right, a smoothie that purposefully tastes like toothpaste.
“Yes, a smoothie inspired by toothpaste might sound unusual, but that’s what made it so fun to create,” Kinsey Butler, Boka’s senior director of brand marketing, told Food & Wine.
“Our goal was to capture that bright, clean sensation you get from brushing with our Ela Mint toothpaste and translate it into a smoothie people would actually enjoy.”
Boka’s Erewhon Mint Condition Smile Smoothie is available at all Erewhon locations in November and is free for store members for the first two weeks.
The smoothie is inspired by the natural ingredients found in Boka’s Ela Mint Nano-Hydroxyapatite Toothpaste, such as mint and green tea.
“We took inspiration from the ingredients used in Ela Mint and reformulated them into this delicious beverage,” Nathan Day, Erewhon Tonic Bar Director and Curator, said in a statement.
“It’s as refreshing as it is creamy, and the first sip will put you in a spa — cozy bathrobe and slippers included.”
The $11 smoothie is described as fresh, minty, packed with nutrition and comes in a vibrant seafoam green. It’s topped with mint leaves, cocoa nibs and a dollop of organic coconut cream.
The ingredient list includes organic citrus green tea, organic coconut milk, organic mint, organic mango, organic banana, organic coconut cream, organic chlorophyll, organic blue spirulina, organic cacao nibs, organic coconut flakes, silica and xylitol.
A “very nervous” reporter from Good Housekeeping tried the toothpaste-flavored smoothie — and was pleasantly surprised.
“My brain (and my taste buds) couldn’t quite fathom that this could be… good,” they wrote. “But thank the heavens, I had no reason to be worried.”
“I found myself scraping the sides of the cup to get every bit,” they added.
The smoothie reportedly is smooth and creamy with the citrus, mango and coconut flavors taking over, and mint acting as a “pop of flavor.”
Perhaps shockingly, social media users appear excited to try the new paste-inspired smoothie.
“If you see me at the airport this month, you know why! Such an exciting launch,” one person commented on Boka’s Instagram post.
“OMG need,” another said.
“Whatttt this is brilliant,” someone said.
“Hopping on a plane just to try this!!” a user wrote.
A few weren’t so keen on the clean smoothie, however.
“Are [you] aware that you people are a running joke?” someone commented on Erewhon’s Instagram.
“I’m sorry, but it tastes like toothpaste,” another noted. “Bring back the pumpkin one!”
This isn’t the first unusual collab from Boka that the wellness brand hopes customers won’t rule out before trying it.
Last year, Grillo’s Pickles teamed up with Boka to launch a limited-edition Cucumber Dill Pickle flavored toothpaste.
Meanwhile, the luxurious grocery store could soon be opening in New York. The Erewhon outpost will be tucked into a new West Village private padel club, where players will pay a whopping $43,000 just to get through the door.
“$20 for a smoothie? For that price, I better get a free Yankees ticket and a subway transfer, too,” born-and-raised Manhattanite Marco Lombardi, 33, previously told The Post.
“New Yorkers don’t need Erewhon to teach us wellness,” he added. “We’ve been doing bagels and coffee for decades — that’s our wellness.”
Read the full article here
