A takeaway sandwich, salad and smoothie shop in the Sydney CBD has become an unlikely viral sensation after being likened to a wildly popular LA wellness grocery store.
Sydney retail store Feedwell has caught the attention of social media content creators after similarities were noted between it and celebrity-beloved US supermarket chain, Erewhon, which is famous for its high-end smoothies.
Content creators Amy Leard and Matt Harrison, who post under the Instagram handle @foodsfortwo, are one of several foodie influencers who recently picked up on the likeness between Erewhon and the new Pitt Street, Sydney store, which opened in April 2025.
In their video, American expat Amy noted: ‘A lot of people are talking about the new Erewhon dupe in Sydney.’
The Sydney-based food influencer explained that there is one significant difference between the cult US grocer and the local ‘dupe’ store.
‘If you’ve ever been to an Erewhon you know that a smoothie like this with these ingredients would cost well over $30 AUD, easy,’ Amy said.
The content creator continued that much to her surprise, the smoothies at Feedwell were significantly less expensive.
‘All their smoothies are $12 and $13,’ she said.
Foodie content creators Amy Leard and Matt Harrison from @foodsfortwo shared a video likening Sydney store Feedwell (right) to cult US grocery store Erewhon – noting their similar smoothies
Erewhon made global headlines in June 2023 after Hailey Bieber collaborated with the brand on her signature Strawberry Glaze Skin Smoothie, priced at USD$20 (AUD$31).
The smoothie contains strawberries, almond milk, vanilla collagen, hyaluronic acid, coconut cream, sea moss gel, avocado, maple syrup, dates and strawberry glaze.
With its Instagram-worthy appearance, the celebrity-endorsed beverage quickly blew up on social media and became a must-try item for fans.
When Sydney-based food influencers recently posted about Feedwell, they noted that the Sydney store offered a ‘dupe’ to the Erewhon Hailey Bieber Strawberry Glaze Skin Smoothie.
Feedwell’s Collagen Kiss smoothie contains similar ingredients to the famous international version, boasting collagen peptides, strawberries, banana, honey, chia seeds, almond milk and strawberry compote.
However, a key difference is the Australian version retails for just AUD$12.
Eric Saad, the founder of Feedwell, told FEMAIL hat he can understand the comparisons.
‘We never set out to be compared to Erewhon, but hey, we’ll take it! They are an incredible brand,’ Eric told FEMAIL.
‘The Collagen Kiss smoothie really kicked things off. It got called the “Hailey Bieber dupe” on TikTok and suddenly we had people walking in with their phones out, heading straight for it,’ he added.
‘People have said it’s like Erewhon but Aussie and way more affordable, which is important to us.’
Feedwell’s Collagen Kiss smoothie retails for AUD$12 and contains similar ingredients to the Erewhon Hailey Bieber Strawberry Glaze Skin Smoothie, which retails for US$20 (AUD$31)
Feedwell has already been operating ‘for years’ as a corporate caterer, but only this month opened its first retail concept store selling directly to the public.
‘The store’s brought in a whole new crowd who love having so much variety of fresh food under the one roof like smoothies, sandwiches, salads, and snacks all made fresh everyday,’ added Eric.
LA grocery chain Erewhon is a favourite among a slew of stars like Justin Bieber, Gisele Bundchen, Brooklyn Beckham, and the Kardashians, who have all been pictured drinking the brand’s signature smoothies and carrying bags of groceries from the store.
But Erewhon’s rise has been mainly attributed to online influencers, who’s videos and posts have made the extremely costly food store the epitome of cool.
Erewhon’s high priced smoothies have subsequently been dubbed a bizarre Gen-Z status symbol.
‘It’s a form of affordable affluence. We’re now getting into this phenomenon of food not as a basic need but as a luxury experience,’ Andrea Hernández, a ‘snack expert,’ told Business Insider regarding the phenomenon.
