Consumers commonly flock to Erewhon and pay premium prices for smoothies made with superfood-packed ingredients, and lately, people are flocking to the upscale grocery chain to purchase a single $19 strawberry from Japanese fruit vendor Elly Amai.

Unlike most strawberries sold in boxed packs, this viral berry is presented in a tiny plastic cloche. These strawberries boast a heart-shaped profile when sliced down the middle, and they’re exceptionally sweet with minimal acidity.

These special strawberries are highly anticipated arrivals at Erewhon, and they arrive within 24 to 48 hours of being harvested to ensure their quality doesn’t degrade before purchase. On social media, content creators are posting reviews of the sought-after fruit, and receiving millions of views.