Have We Reached Peak Erewhon Collab With Latest Chevy-Inspired Blue ‘Electric Juice?’

I once thought that the most surprising thing about Erewhon was that it got so much attention for being a 10-location local LA supermarket chain. That was until the automotive brand Chevrolet and Erewhon announced a new juice collaboration inspired by the Equinox Electric Vehicle (EV).

A partnership with a Kardashian? That I get. But when I read Erewhon was doing an Equinox juice collab, I thought it was with the judgmental and pricy gym and not an EV made by General Motors. The former makes sense; the latter is a baffling brand mashup.

Regardless, the latest offering from Erewhon’s Tonic Bar is called “Electric Blue.” It features a spirulina-induced hue inspired by Equinox’s signature color and looks great in the standard Erewhon bottle; a power cord snakes up along the side of the bottle and adds a nice touch to the otherwise minimal packaging.