"Erewhon is a high-end, celebrity-beloved supermarket that sells such things as $19 smoothies made with powdered beef organs and unpasteurised milk. TikTokers routinely flock there to spend small fortunes on fancy snacks and film themselves unpacking their hauls."
"Erewhon is also, you might have noticed, a literary reference. The brand is named after a 19th-century satirical novel by Samuel Butler about a society full of beautiful people, where crime is treated indulgently and considered a sickness, but poverty and illness are criminalised."
"What would Butler have made of a slick supermarket, filled with influencers desperate to see and be seen, being named after his book? I couldn't tell you: I wandered the somewhat sterile aisles of Erewhon looking for enlightenment, but only came out with a croissant."
"Americans, particularly gen Z, seem to have an insatiable appetite for treating themselves with upmarket snacks. TikTok creators have brought 'Little Treat Culture' into the zeitgeist... essentially rewarding yourself with lovely little things, such as an extremely Instagrammable $19 smoothie, just for existing in these trying times."
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