What you might know about Erewhon is that it’s a smoothie factory inside of a grocery store for influencers. While that’s all true, I want to offer another layer of perspective, because this company is a masterclass in business innovation. Erewhon isn’t successful because they charge us $20 for a Hailey Bieber smoothie. They’re successful because they’re always saying yes to experimentation and then doubling down on what works.

The Absorption Company (co-founded by Ian Somerhalder and Nikki Reed) just launched in January 2024, and it’s a supplement company that’s putting bioavailability at its forefront. Bioavailability is a trendier value proposition these days and it basically just means - how much of a nutrient/food is actually available for our bodies to turn into something useful.

Poppi is an undeniable category disruptor in CPG beverage, continuing to charge into the “better-for-you soda” space with whimsical vibes and an army of TikTok fans. Poppi is fully self-appointing itself as a soda brand, and “Soda’s Back” is at the center of its marketing campaigns. The brand opened Poppi Mart (a pop-up) on Melrose in LA on January 27-28, and pulled out all the stops on marketing.