Erewhon Wants You to Spend $100 Making Smoothies at Home

There are fancy smoothies. And then there are $100 smoothie kits.

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Erewhon, the luxury California grocery chain best known for its celebrity smoothie collaborations and internet-famous Tonic Bar, has launched its third nationwide Smoothie Kit. The new Malibu Mango Smoothie Kit brings one of the chain’s signature recipes to customers across the U.S., even if they live thousands of miles from the nearest Erewhon.

The kit costs $100 before shipping and makes four 20-ounce smoothies. Along with pre-portioned ingredients, it includes Vita Coco Farmers Organic Coconut Water, step-by-step instructions, and even four branded Erewhon cups complete with lids and straws to recreate the full experience at home.

It’s the latest sign that Erewhon isn’t just selling smoothies anymore. It’s selling the Erewhon experience.

The Smoothie Has Become The Product

Not that long ago, Erewhon’s smoothies were mostly something you’d see all over TikTok after another celebrity collaboration dropped.

There was the Hailey Bieber Strawberry Glaze Skin Smoothie. Sabrina Carpenter got one. Kourtney Kardashian did, too. The drinks became almost as famous as the people attached to them, spawning copycat recipes, Reddit threads, and endless debate over whether any smoothie could really be worth $20. Now Erewhon is taking that popularity beyond Southern California.

The Malibu Mango joins the chain’s existing Coconut Cloud and Strawberry Glaze Skin Smoothie Kits, giving shoppers across the country a way to bring a little Erewhon home.

It’s Selling More Than Ingredients

I think we all know the ingredients themselves aren’t what cost $100. And Erewhon doesn’t exactly shy away from high prices.

You’re paying for convenience, branding, and the feeling of recreating one of the internet’s most recognizable grocery experiences in your own kitchen.

That’s why each kit includes branded cups, lids, and straws alongside the ingredients. The experience matters almost as much as the smoothie itself. For a company whose stores have become social media destinations, that makes perfect sense.

Luxury Grocery Doesn’t Need More Stores

Erewhon didn’t just launch another smoothie. The company has once again found a way to export a shopping experience that was once exclusive to Los Angeles.

For years, the only way to try one of its famous smoothies was to visit an Erewhon market in Southern California. Now, instead of opening stores across the country, it’s shipping pieces of the brand directly to customers.

It’s a smart move. Celebrity smoothies generate headlines, social media does the marketing, and nationwide kits let people buy into the hype without booking a flight to Los Angeles. Whether that experience is worth $100 is another question entirely. But this is already Erewhon’s third nationwide Smoothie Kit. Clearly, enough people are willing to find out.