Erewhon Collaborates With Simplehuman on 'Liquid Steel' Smoothie

Erewhon, the upscale California grocery chain known for its celebrity-endorsed and viral-worthy offerings, has partnered with Simplehuman, a company recognized for its high-tech trash cans and mirrors, for its newest limited-edition smoothie. The "Liquid Steel Smoothie," priced at $12, debuted on Wednesday at select Erewhon locations.

The shimmering, metallic silver drink is inspired by the stainless steel material found in Simplehuman's signature products, such as trash receptacles and soap dispensers. Despite its name and appearance, the beverage contains no actual metal. Instead, it features a blend of coconut water, watermelon, and lime, enhanced with electrolytes, creatine, collagen, magnesium, and potassium. Erewhon states this combination is designed to support hydration, recovery, and daily performance.

Frank Yang, Founder and CEO of Simplehuman, commented in a statement that the smoothie represents "a fun and unexpected extension of our brand, celebrating the everyday rituals that shape people’s routines." This collaboration marks a departure from Erewhon's typical partnerships with influencers or Hollywood figures, focusing instead on a complementary lifestyle brand.

Erewhon, which began as a niche health food store in the 1960s, has evolved into a significant cultural phenomenon. The company currently operates 13 stores with four additional locations planned. Its tonic bar has become a notable feature, frequently generating social media buzz through its unique and often extravagant smoothie creations.