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Los Angeles, CA – May 6th, 2025 – Qwoted Newswire – Who Gives A Crap, the eco-friendly toilet paper company on a mission to help provide access to clean water and sanitation, has partnered with trendsetting grocer Erewhon Market to launch The C.R.A.P. Smoothie in all 10 market locations in Los Angeles County.
Inspired by the toilet paper brand’s fondness for butt puns, the acronym stands for coconut, raspberry, aloe vera and probiotics, making the base a surprisingly eye-pleasing drink that is full of flavor, fiber and gut healthy bacteria to promote regularity. Organic coconut kefir, organic chia yogurt, organic aloe vera, organic pitaya and probiotics lay the groundwork for a smooth moving gut while a delicious blend of organic coconut water, organic raspberries, organic strawberries and organic maple syrup punch up the flavor. The smoothie may be called C.R.A.P., but it’s anything but.
Who Gives A Crap’s passion for the bathroom is not new to Erewhon, as the brand launched their 100% bamboo toilet paper in the market in 2024, giving eco-curious shoppers a convenient way to know their purchase helps millions of people around the world gain access to a toilet through the brand’s 50% donation business model.
Maria Chilewicz, Head of Brand Management for Who Gives A Crap, explained the company considered making a brown smoothie, but felt it was a step too far. They instead opted for the provocative C.R.A.P. name that, when called out by a barista, would make people turn their heads.
“We want the drink to be aesthetically pleasing because we want to get people excited about number twos and the impact their toilet paper choices can have on millions. The more people go, the more we donate.” She added, “Because we donate half of our profits to help address the global sanitation crisis, we admittedly have a vested interest in promoting regular and healthy poos. Giving a crap is at the heart of everything we do.”
The C.R.A.P. Smoothie is available for the entire month of May, beginning May 1, for $11. Erewhon members can try the new smoothie for free for the first two weeks, until the 14th.
For more information about Who Gives A Crap, visit us.whogivesacrap.org. Follow along on TikTok @whogivesacraptp and Instagram @whogivesacraptp.
About
Who Gives A Crap
Who Gives A Crap is a B Corp
certified business, recognised for the highest levels of environmental and social impact. Their products are eco-friendly, made using recycled and sustainably managed sources that are FSC® Chain-of-Custody certified (C190271) and delivered to nearly 40 countries with complimentary carbon-neutral shipping.
The business launched in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learnt that billions of people do not have access to a toilet. From the beginning, the company has donated 50% of its profits to clean water and sanitation non-profits worldwide. To date, Who Gives A Crap has raised over AU$13 million to partners around the world that work with local communities to improve access to water, toilets and hygiene solutions. The company strives to continually reduce its environmental footprint whilst helping billions of people in need.
Erewhon
Erewhon is an independent, family-owned Certified B Corp and Certified Organic Retailer with 10 locations across Southern California. Since 1968, Erewhon has been providing organic, ethically-sourced foods to the communities it serves. It’s committed to sourcing healthy, nutrient-dense products, backing local growers and brands, and supporting the environment. Recognized for its uncompromising quality standards and customer service, Erewhon sustains a community centered in caring, curiosity, and positive change. For more information, visit erewhon.com.
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