Discover why influencers are obsessed with a supermarket's $17 smoothie – would you pay that much?
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In the world of health and wellness, the latest trend often comes with a hefty price tag, and it seems Australian influencers are willing to pay top dollar for their dose of nutritious goodness. A new health-based grocery store in Brisbane has become the talk of the town, not just for its range of health products and takeaway foods, but for its eye-wateringly expensive smoothies, ringing in at $17 a pop.
This up-market store, inspired by the LA-based Erewhon market—a hotspot frequented by celebrities like Kendall and Kylie Jenner, Hailey Bieber, and Aussie's own Miranda Kerr—is quickly becoming a local sensation. The store, named Evra, mirrors its American muse not only in the products it stocks, such as 'memory-enhancing' mushroom sprays and seaweed flakes, but also in its pricing strategy, with some items like vinegars reaching up to $1000.
But it's the smoothies that are causing the biggest stir. Evra's website proudly claims that their smoothies are made with 'carefully selected ingredients with no gums and other fillers for maximum health benefits'. The bestseller, the Playa Papaya, boasts an extensive list of ingredients including maca, hemp seeds, cacao nibs, nut butter, and coconut kefir. For an additional dollar, customers can enhance their smoothies with superfoods like CBD, creatine, mushrooms, collagen peptides, colostrum, and more nut butter.
The store has been inundated with online praise from local health and fitness influencers who have taken to social media to share their experiences. Influencer Madeleine Storace was so impressed that she visited Evra twice on opening day, enjoying the selection of hot foods and even claiming that the buffalo cauliflower was better than Erewhon's. She spent over $60 for just over a kilogram of food from the hot bar but felt it was 'so so worth it'. Fellow influencer Sarah Watson also flaunted her smoothie purchase, declaring she was in her 'smoothie era'.
However, not everyone is sold on the idea of a $17 smoothie. Some locals have described the store, and its smoothies, as 'definitely a bit expensive' and 'a bit of a status symbol'. Despite the mixed reviews, Evra's co-director and head chef, Kelvin Andrews, hailed the opening week as a success, emphasizing the importance of community, fresh, sustainable food, and support for local farmers and producers.
Andrews believes that we need to 'unlearn what we've been taught about food and relearn ancient farming techniques'. Evra's rooftop farm, marketplace, and menu are designed to reflect the core values of quality, integrity, and connection to the land. The store's website further promotes its pantry as an 'extension of a life well lived', connecting customers with products defined by quality, sustainability, and ethical sourcing.
The question remains: would you be willing to pay $17 for a smoothie? It's a steep price for a drink, but for those who prioritize health and wellness and are looking for an experience akin to what's offered in celebrity-favored stores, it might just be worth it. The trend highlights a broader conversation about the value we place on food, the importance of ingredient sourcing, and the lengths we're willing to go for the promise of health benefits.
So, dear members of the Seniors Discount Club, we're curious to hear your thoughts. Is a $17 smoothie an indulgence you'd consider, or do you think it's an extravagant expense? Have you ever splurged on a health food item because it was trendy or came highly recommended by someone you follow? Share your experiences and opinions in the comments below – we love to hear from you!
This up-market store, inspired by the LA-based Erewhon market—a hotspot frequented by celebrities like Kendall and Kylie Jenner, Hailey Bieber, and Aussie's own Miranda Kerr—is quickly becoming a local sensation. The store, named Evra, mirrors its American muse not only in the products it stocks, such as 'memory-enhancing' mushroom sprays and seaweed flakes, but also in its pricing strategy, with some items like vinegars reaching up to $1000.
Evra Market opened its doors in Brisbane, offering fresh produce at a seemingly hefty price tag. Credit: @evramarket / Instagram
But it's the smoothies that are causing the biggest stir. Evra's website proudly claims that their smoothies are made with 'carefully selected ingredients with no gums and other fillers for maximum health benefits'. The bestseller, the Playa Papaya, boasts an extensive list of ingredients including maca, hemp seeds, cacao nibs, nut butter, and coconut kefir. For an additional dollar, customers can enhance their smoothies with superfoods like CBD, creatine, mushrooms, collagen peptides, colostrum, and more nut butter.
The store has been inundated with online praise from local health and fitness influencers who have taken to social media to share their experiences. Influencer Madeleine Storace was so impressed that she visited Evra twice on opening day, enjoying the selection of hot foods and even claiming that the buffalo cauliflower was better than Erewhon's. She spent over $60 for just over a kilogram of food from the hot bar but felt it was 'so so worth it'. Fellow influencer Sarah Watson also flaunted her smoothie purchase, declaring she was in her 'smoothie era'.
However, not everyone is sold on the idea of a $17 smoothie. Some locals have described the store, and its smoothies, as 'definitely a bit expensive' and 'a bit of a status symbol'. Despite the mixed reviews, Evra's co-director and head chef, Kelvin Andrews, hailed the opening week as a success, emphasizing the importance of community, fresh, sustainable food, and support for local farmers and producers.
Andrews believes that we need to 'unlearn what we've been taught about food and relearn ancient farming techniques'. Evra's rooftop farm, marketplace, and menu are designed to reflect the core values of quality, integrity, and connection to the land. The store's website further promotes its pantry as an 'extension of a life well lived', connecting customers with products defined by quality, sustainability, and ethical sourcing.
The question remains: would you be willing to pay $17 for a smoothie? It's a steep price for a drink, but for those who prioritize health and wellness and are looking for an experience akin to what's offered in celebrity-favored stores, it might just be worth it. The trend highlights a broader conversation about the value we place on food, the importance of ingredient sourcing, and the lengths we're willing to go for the promise of health benefits.
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