E+ROSE: The American Dream in a Bowl – How a Nashville Wellness Brand is Taking Over the South

In the heart of Tennessee, where Southern charm meets modern innovation, the E+ROSE Wellness Company has emerged as a beacon of health and vitality. Founded by registered dietitian Robbie Nowinski, E+ROSE has swiftly become synonymous with nutritious, plant-forward cuisine, captivating both locals and celebrities alike. With multiple locations across Nashville and a recent expansion into Atlanta, the company exemplifies the “American Dream”, transforming lives through its commitment to wellness, health and family.

Robbie Nowinski’s journey began within the healthcare system, where he observed the detrimental effects of poor nutrition on chronic illness. Motivated by a desire to make nutrient-dense, quick-service options accessible, he established E+ROSE with the mission to inspire wellness. “We have been so fortunate to operate our business out of Nashville,” Nowinski reflects. “It is such an amazing city full of so much positive energy, creativity, and growth. The people here are so kind and supportive, and other businesses really help each other and want to see each other succeed.”

E+ROSE’s menu is a testament to its dedication to health, featuring vegan eats, superfood smoothies, açaí bowls, and organic cold-pressed juices, all crafted from natural, whole ingredients. Notably, the company prides itself on offering products free from refined sugars—a rarity in the industry. This commitment to purity has garnered a loyal following, including celebrities such as Kristin Cavallari, Bailey Zimmerman, Morgan Wallen, Aaron Rodgers, Shailene Woodley, Gwyneth Paltrow, Chris Martin, DeAndre Hopkins and Kelsea Ballerini. These high-profile patrons have been spotted enjoying E+ROSE’s vibrant smoothie bowls, functional juices, and delicious plant-based meals.

The company’s dedication to quality has not gone unnoticed. E+ROSE was voted the Best Juice Bar and Best Smoothie Bowl by Nashville Scene last year, solidifying its status as a premier destination for health-conscious individuals. With locations in Nashville’s Wedgewood Houston, The Gulch, Brentwood, The 505, Peabody Plaza, OneC1ty, and Germantown, E+ROSE has made its wholesome offerings readily accessible to the community.  

This year in 2025, E+ROSE embarked on an ambitious expansion including its first out-of-state establishment in Atlanta’s Westside Provisions. “We are incredibly excited as many of our wonderful guests hail from Georgia and have encouraged our move east,” says Nowinski. This growth reflects the company’s unwavering commitment to its mission and its desire to reach a broader audience.

At the core of E+ROSE’s success is its impact on both employees and consumers. By fostering a culture of health & wellness, the company empowers its staff to lead fulfilling lives, while providing customers with nutritious options that support their well-being. This holistic approach has not only transformed individual lives but has also set a standard for others in the industry.

Reflecting on the company’s journey, Nowinski remains humble yet ambitious, “The definition of success I think is pretty different for everyone. I still view us as a scrappy startup, and I wouldn’t say we have really hit success yet. Yes, we have been in business for a decade, and we have a celebrity following and a growing organization, but we also have some super ambitious and lofty goals that we are still striving for.”

E+ROSE’s story is a testament to the American Dream—a vision realized through hard work, family values, innovation, and a commitment to bettering the community. As the company continues to expand and inspire, it serves as a model for how businesses can thrive while making a positive impact on society.