Hip Los Angeles grocer Erewhon is tapping into the carnivore diet trend with its latest offering: a smoothie made from raw milk and powdered animal organs. Olivia Palamountain reports

Erewhon, known for its celebrity-endorsed health drinks, has introduced "Dr Paul's Raw Animal Smoothie" to its menu, priced at a hefty US$19.

This release follows the release of Hailey Bieber's smash-hit "Strawberry Glaze Skin Smoothie", also sold at Erewhon for US$20.

The polarising beverage, created by "meatfluencer" Paul Saladino, contains a supplement powder made from freeze-dried beef organs, including liver, heart, and spleen, alongside a blend of organic raw kefir, "immuno" milk, blueberries, honey, bananas, sea salt and maple. It's topped with whipped coconut cream blended with powdered cow colostrum.

According to Erewhon, the smoothie has a creamy texture with a hint of sweetness and a touch of tartness, and can be customised with various extras, including an espresso shot, essential fats, fruit, herbs, probiotics, proteins, superfoods, sweeteners, and veggies.

The smoothie is the embodiment of the "carnivore" diet trend that has been sweeping social media in 2024. Check out the top "meatfluencers" here.

What exactly does one eat? As reported by BBC Science Focus, the carnivore diet excludes all plant foods; only foods derived from animals are consumed, including meat, fish, animal fats (e.g. lard, ghee) and (low lactose) dairy foods. So, breakfast might be eggs and bacon with cream, lunch could be cheese-topped meatballs - no herbs added - with chicken breast, and finally, roast beef and salmon for dinner.

Proponents of the craze report healing all sorts of health concerns, from gut issues to eczema, and enjoying benefits such as glowing skin and easy weight loss (despite the diet being super high in fat).

However, while some social media influencers have embraced the smoothie as a daring departure from typical vegan fare, health experts are raising alarm bells.

The smoothie's debut comes amidst growing concerns over the spread of avian influenza in US cattle, with scientists cautioning against the consumption of raw milk products.

Dr Michael Payne from the Western Institute of Food Safety and Security tells The Guardian that consuming the drink was "playing Russian roulette with your health".

Despite these warnings, Erewhon continues to offer the beverage, providing only a small-print warning about potential health risks.

Mark McAfee, founder of Raw Farm, which supplies the milk for the smoothie, defended the product, citing close monitoring of their cows for the H5N1 virus. However, his company has recently been linked to salmonella and E. coli outbreaks.