Erewhon & Who Gives a Crap Blended the C.R.A.P. Smoothie
Laura McQuarrie — May 24, 2025 — Marketing
References: instagram
Erewhon teamed up with the biodegradable, 100% recycled toilet paper brand Who Gives a Crap to launch the C.R.A.P. Smoothie—which stands for "Coconut, Raspberry, Aloe Vera and Probiotic." This colorful, nourishing, all-organic smoothie pairs the titular ingredients like coconut water and coconut kefir with gut-friendly chia yogurt, strawberry, pitaya, maple for an extra touch of sweetness and ice.
For a limited time at the beginning of May, this Erewhon smoothie was complimentary for members, and is still available for purchase through the end of the month.
More brands are jumping on the co-branded beverage craze, teaming up to create sought-after drinks that blend fun flavors, functional ingredients and beloved identities into irresistible limited-time collaborations.
For a limited time at the beginning of May, this Erewhon smoothie was complimentary for members, and is still available for purchase through the end of the month.
More brands are jumping on the co-branded beverage craze, teaming up to create sought-after drinks that blend fun flavors, functional ingredients and beloved identities into irresistible limited-time collaborations.
Trend Themes
1. Co-branded Beverage Collaborations - Brands are increasingly partnering to create unique beverage blends that capture consumer interest through a mix of innovative flavors and strategic partnerships.
2. Functional Ingredient Innovation - The integration of health-enhancing ingredients such as probiotics and chia yogurt into consumer beverages is expanding the functional drink market by catering to wellness-oriented customers.
3. Sustainable Product Marketing - Promoting drinks alongside eco-friendly brands emphasizes a commitment to sustainability, attracting environmentally-conscious consumers and enhancing brand reputation.
Industry Implications
1. Functional Food and Beverage Industry - The rise in demand for health-focused drinks is driving innovation and growth within the industry, emphasizing ingredients with added health benefits.
2. Sustainable Consumer Goods - Brand collaborations with eco-friendly partners are fostering a unique market where sustainability is as much a selling point as product quality.
3. Hospitality and Retail - Retail outlets are leveraging limited-time, exclusive products to attract customers and increase footfall, often leading to cross-promotional opportunities.
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