Hailey Bieber no longer lends her name to a popular smoothie sold by Erewhon – but this appears not to have stopped customers from flocking to the high-end Los Angeles grocery chain to buy the drink.
“Skin supporting” drink sparks smoothie craze
Launched in 2022, initially for a “limited time” only, Hailey Bieber’s Strawberry Glaze Skin Smoothie quickly became a hit.
Marketed as “skin supporting”, the $20 smoothie was selling at a rate of 40,000 a month by December 2023, per a GQ interview with Vito Antoci, the company’s executive vice-president.
But in recent weeks, Erewhon has removed Bieber’s name from the smoothie – a change that seems to have a very simple explanation.
“Her contract [with Erewhon] ended, so we can’t say Hailey Bieber,” a seller at one of the store’s smoothie bars explained to Page Six this week. The L.A. Times was given the same reason when it spoke to Erewhon staff.
Page Six was also told that the supermarket continues to reap the benefits of the now-defunct celebrity tie-in: “All the customers don’t know. They still say Hailey Bieber. She’s not getting anything, but it’s good for us.”
What’s in the smoothie formerly known as the Hailey Bieber?
Now known simply as the Strawberry Glaze Skin Smoothie, the drink is described by Erewhon as “a blend of almond milk, organic strawberries, bananas, avocado, dates, maple syrup, collagen peptides, sea moss gel, and coconut cream”.
Bieber, the founder of the skincare brand Rhode, told Vogue in May this year: “I have one [of the smoothies] every single day. I would say it’s probably 90% of the reason why my skin looks the way it does.”
The 28-year-old, who is the wife of pop star Justin Bieber, did not devise the Strawberry Glaze Skin Smoothie’s recipe herself, Page Six was told by Erewhon workers.
Per GQ, meanwhile, Hailey Bieber did not make money directly from the smoothie partnership, with some of the profits from the drink’s sale donated to charity.
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‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source en.as.com ’
