The $200 billion functional drink boom is turning into a wellness arms race

Tech Insider : Business
A man squirts a tincture of CBD oil on a cappuccino.
These days, it's hard to find a beverage that's just a beverage, as brands add ingredients like fiber, protein, adaptogens, and nootropics to their recipes.

Britta Pedersen/picture alliance via Getty Images

I'm a New Yorker who visited Erewhon, a high-end grocery store in Los Angeles, for the first time. The prices blew me away.

Tech Insider : Travel, Business, Environment
Dr. Pauls Raw Animal-Based Smoothie made with organic raw kefir milk beef organs immuno milk blueberries honey bananas sea salt and maple is photographed outside Erewhon in Culver City on Wednesday, July 17, 2024 in Los Angeles, CA.
Erewhon is known for its smoothies.

Dania Maxwell/Los Angeles Times/Getty Images

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