Six ice cubes for £23 and a £15 Hailey Bieber smoothie: Inside the bougie supermarket where the A-list go shopping By Ron S Brookbank For You Magazine Published: 08:00, 2 November 2024 | Updated: 08:00, 2 November 2024 e-mail View comments The name of the supermarket every influencer currently wants to visit is – somewhat ironically – an anagram of ‘Nowhere’. You’re forgiven for not having heard of California ’s Erewhon chain, but your Gen Z relatives almost certainly have because it’s establishing itself as the world’s most zeitgeisty (read: expensive and Instagrammable) food retailer. The store’s must-have items – as far as the youth is concerned – are the £15 smoothies.
This is partly because, in a shop where six large ice cubes cost £23, a smoothie is all most of them can afford. It is also down to the smoothies’ celebrity creators, who include Olivia Rodrigo , Kendall Jenner and Insta-medic of the moment Dr Paul Saladino (we’ll come back to his formula shortly). While showing off about your Erewhon purchases on social media is a popular pastime, so is laughing at the store’s excesses.
On TikTok, games of ‘It cost how much?’ rack up millions of views. The idea is simple: take an uninitiated friend or relative to one of Erewhon’s ten outlets in Los Angeles and capture their disbelief on video. One ‘reveal’ on a box of mixed berries (£32) has 8.
6 million views, while that on a tiny bottle of lavender oil (£65) has 12.6 million. Th.
