Erewhon Collaborates With Simplehuman for 'Liquid Steel' Smoothie
The upscale grocery chain has partnered with the premium home goods brand for a limited-edition metallic silver beverage.
Erewhon, the upscale California grocery chain known for its high-priced, trend-setting smoothies, has launched a new limited-edition beverage in collaboration with Simplehuman, a company recognized for its premium home goods. The "Liquid Steel Smoothie" is priced at $12 and debuted on Wednesday at select Erewhon locations.
The metallic silver smoothie draws inspiration from Simplehuman's iconic stainless steel products, such as trash cans and soap dispensers. Contrary to its name, the beverage contains no actual metal. Instead, its recipe is designed for performance and hydration, blending coconut water, watermelon, and lime with electrolytes, creatine, collagen, magnesium, and potassium.
"The Liquid Steel smoothie is a fun and unexpected extension of our brand, celebrating the everyday rituals that shape people's routines," Frank Yang, Founder and CEO of Simplehuman, said in a statement. The collaboration moves away from Erewhon's typical partnerships with influencers or celebrities, focusing instead on a household goods brand.
Erewhon, which began as a niche health food store in the 1960s, has evolved into a cultural phenomenon. The chain currently operates 13 stores with four more planned.