Erehwon has teamed with health startup Function for a year-long limited release of “The World’s Healthiest Smoothie,” a promotion that ties one of wellness CPG’s most influential names closer to the emerging segment of personalized health diagnostics.
High-profile smoothie collaborations with celebrities and other brands have for years been one of the Los Angeles-based boutique grocer’s signature items, but in teaming with Function, Erehwon is promising a more health-forward, data driven approach.
With a valuation north of $2 billion, Texas-based Function has emerged as a rising star in the world of consumer-facing health diagnostics, providing members with access to a suite of 160 lab tests, including whole-body MRI and CT scans, for a $365 annual fee. The company’s focus on treating the root cause of chronic illnesses has aligned with current MAHA-led health trends, and Function co-founder and chief medical officer Mark Hyman, himself a best-selling author, has been an influential voice in the wellness community.
For Function’s partnership with Erehwon, the company, led by Hyman, developed a formula designed to serve as a “complete meal,” with “20 purpose-driven ingredients selected to support foundational biological systems,” according to a press release. It’s also meant to address “real, measurable health gaps” revealed from member data, which showed a majority were outside the range for fasting insulin and showed elevated Apolipoprotein B (ApoB) levels.
The resulting product — dubbed “The World’s Healthiest Smoothie” and packaged in glass — is available starting today through February 2027. The recipe features unsweetened almond milk, flaxseed and chia, green banana, cold-pressed beet juice, wild blueberries, arugula, fresh herbs, walnuts, pomegranate, cranberry, ginger, Ceylon cinnamon, MCT oil, blended omega oils, BCAAs, creatine, and a “single-ingredient plant protein derived from chocho beans grown at high altitudes in the Andes.”
“This isn’t about one more product on a shelf. We are challenging the idea that ‘healthy’ can be reduced to a label,” said Jonathan Swerdlin, Function’s co-founder and CEO. “Health isn’t one-size-fits-all. It’s personal, nuanced, and different for everyone. Erewhon was the perfect partner. Their uncompromising standards mirror how Function treats understanding your health. Together, we make it possible for you to be intentional around what you put in your body.”
The product’s secondary role is to funnel Erehwon’s retail customers towards Function memberships: each bottle features a QR tag linking to a $25 discount on an annual subscription, normally valued at $365.
Function’s partnership with Erehwon arrives as the company’s rising profile has begun to attract both praise and scruitny. In a recent article, The New York Times wrote “perhaps no other company has capitalized as explicitly as Function has on frustrations with the U.S. health system,” attracting consumers with its promise of direct access to health metrics; no doctor visit is required, and results are provided via an AI-generated summary. Critics have cited the industry for contributing to overtesting and minimizing the role of certified health professionals.