In Los Angeles, where a $20 smoothie from Erewhon market has become a key fashion accessory, many wellness drinks are unabashedly girly. There's Hailey Bieber's Strawberry Skin smoothie, and Kendall Jenner's Peaches and Cream smoothie. Alongside the launch of her second album, Guts, Olivia Rodrigo debuted a kombucha smoothie called Good 4 Ur Guts.
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But at Erewhon, a celebrity-approved grocer that is half health food store and half catwalk, male wellness influencers also get their chance in the spotlight. One of Erewhon's featured drinks over the past year is not another raw vegan concoction named after a supermodel: it's a "raw, animal-based" drink created by one of America's most famous male "meatfluencers". For $19, you can drink a smoothie made with powdered beef organs and unpasteurized milk, as part of the influencer Paul Saladino's attempt to introduce Angelenos to his much-touted "carnivore diet".
View image in fullscreen Lois Beckett tastes the 'raw, animal-based smoothie' at Erewhon. Photograph: Lois Beckett/The Guardian The smoothie's ingredients include a supplement powder made from uncooked, freeze-dried beef liver, heart, kidney, spleen and pancreas, blended with more typical smoothie ingredients, including blueberries, banana and honey. It's topped with whipped coconut cream blended with powdered cow colostrum, the nutrient-rich milk cow.
