As a longtime fan of Erewhon and an avid snowboarder who built my brand Salt & Stone based on its ethos, collaborating with them for the Salt & Serve Smoothie feels like the ultimate full circle moment! I’ve been visiting Erewhon since its humble beginnings and seeing it grow into a powerhouse has always inspired me. Who would have thought that my natural deodorant brand would one day be teaming up with them for an edible creation? It’s just further proof that dreams do come true, even if they’re served in a glass!
In an unexpected turn of events, Erewhon has once again struck gold with its smoothie collaborations, this time thanks to the popularity of Hailey Bieber’s Strawberry Glaze Skin, Kendall Jenner’s Peaches & Cream, and Katy Perry’s Orange You Glad I Love You. Now, the high-end supermarket chain is teaming up with a brand you might not expect – Salt & Stone, known for its deodorant and body care products.
For a limited period from October 1st to 31st, there’s an exceptional offer called the Salt & Serve Smoothie. This smoothie is unique and consists of a base made from coconut-creme soft serve, adorned with a drizzle of olive oil and sprinkled with flaky sea salt. The combination aims to provide a taste of the opulence associated with Salt & Stone, while also supplying your body with essential antioxidants and nutrients. This information was shared in a press release on Tuesday.
Established in Los Angeles by ex-professional snowboarder Nima Jalali, Salt & Stone is primarily recognized for its line of natural deodorants, available in various fragrances such as Bergamot & Hinoki and Black Rose & Oud. However, the brand extends beyond this to offer a variety of products including body mist, body wash, lotion, hand cream, facial cleanser, candles, and gift sets. Previously, Salt & Stone has collaborated with notable brands like Leon Bridges, Outdoor Voices, Stüssy, and Brain Dead. Jalali, an early admirer of Erewhon even when it only had one location, draws inspiration from its growth as he expanded Salt & Stone. The Hollywood Reporter recently interviewed him to discuss the latest partnership, how they carefully choose their ingredients, and his preferred smoothie.
Initially, congratulations on your brand’s achievement! It appears there’s an unexpected twist in the world of body care brands – you might find yourself partnering on an edible product, such as a smoothie. Who came up with this creative concept?
This journey has been absolutely amazing, and partnering with Erewhon is undeniably one of the unexpected yet thrilling paths our brand has ventured into, given its organic evolution due to the fruitful partnership we’ve shared. As their leading body care brand, it felt completely natural to collaborate at the Tonic Bar. Moreover, it’s a remarkable sense of coming full circle for me. I’ve been a loyal Erewhon customer since they had only one location, and their inspiration played a significant role in the inception of Salt & Stone.
Given that your brand is highly appreciated for its quality ingredients and distinctive fragrances, could you share how you decided which ones would suit a smoothie served at Erewhon the best?
In our collaboration, we followed an approach similar to how we craft our personal care products – emphasizing on ingredients that offer both practical benefits and sensory appeal. We developed a smoothie that doesn’t just delight your taste buds, but is made entirely from functional ingredients that are as close as possible to their natural forms, ensuring a clean and well-balanced flavor profile. Our fragrances aim to immerse you in nature, and we wanted Salt & Serve to achieve the same – transporting you to a natural environment.
Since your products aim to “assist with protection, cleansing, support, and recovery,” which ingredients were crucial to incorporate into the smoothie to align with this purpose?
We focused on whole, nourishing ingredients that had both functional benefits but also a sensorial element to them. Salt & Serve starts with coconut as its base — it’s creamy and indulgent, but also rich in nutrients that support recovery, which is really important to me as an active person. I love extra virgin olive oil because it has so many incredible, functional benefits for the body — everything from brain to bone health. The touch of sea salt really balances everything, and for me, evokes that feeling of saltwater in the air on the PCH.
It looks like all the Erewhon smoothies are selling quickly and gaining popularity online. Have you tasted any of the other flavors? Which one is your preferred choice?
As an ardent enthusiast, I must confess that I’ve sampled several options out there. However, Erewhon’s smoothies have become a staple in my household, making it challenging to single out one favorite. What sets Erewhon apart is their unique ability to blend wellness with delightful flavors, which I believe is the secret behind their widespread appeal. Each of their concoctions offers a distinct taste, yet they all share a dedication to premium ingredients, a quality I deeply appreciate. Nonetheless, I’m genuinely thrilled about our latest creation – the Salt & Serve smoothie. It boasts an unanticipated flavor profile that still manages to be indulgent, and I have high hopes that it will win over many hearts.
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2024-10-01 16:24