Maybe you were one of the countless suckers who fell for the Erewhon orange juice hoax: how, according to a swirl of Instagram posts and TikTok videos, the aspirational grocery store was supposedly selling a $49 glass of citrus made from imported Japanese fruit.

Ridiculous on the face of it, preposterous even — yet somehow also kind of plausible.

Anyone who has ventured into the luxe health food emporium — where sea moss goes to find a publicist — is all too aware of its nosebleed price points. This is, after all, where bone broth is bottled like Chanel No. 5 and avocados are presented like Fabergé eggs. So, is a $49 glass of OJ really that much of a stretch? Aren’t there plenty of other actual Erewhon products that are just as outrageously expensive?

Maybe you were one of the countless

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