After we heard from a yogurt expert speculating on the mystery ingredient and other facts of the Los Angeles and New York City chain Pinkberry, we were contacted by Heather Wilson of Weber Shandwick, which represents Pinkberry in the realm of communications.
We asked Ms. Wilson about the secret ingredient, and here's what she told us...]]>
After we put out the call to have our burning questions about the secret ingredient in the dessert dished by L.A. and N.Y.C. chain Pinkberry, one expert shared his thoughts with us.
A Jaunted reader, who would rather remain anonymous, used to be in the frozen yogurt business himself in the 1970s, an experience he described as, "Fun, but we ate all the profits behind the counter... I tried the Pinkberry and loved it actually, hence my extreme disappointment when I learned..."
On Monday, Jaunted wrote about the mysterious substance known as Pinkberry, the coastal dessert craze that convinced Nicole Richie it was okay to eat again. Last night, one intrepid editor decided to taste it for herself...
The line isn't out the door of New York's West 32nd Street branch of Pinkberry yet, nor are there stretch limos double-parked outside on the Koreatown block. Still, there's a buzz of activity outside the glass-fronted store, and the girl who walks in behind me sends her friend to guard the last tiny, mod round table. The door to the shop is open because it's eight hundred degrees inside the store. This must be part of the health benefits, right? Because I think I just lost five pounds. While I wait I peruse $64 juicers with accompanying glasses, salt and pepper shakers whose feet stick together and, of course, the myriad toppings at the counter.
But this is all frosting; how does it taste?
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As far as fads go, we'll call it cooler than POGs but not as dangerous as slap bracelets. The Los Angeles dessert chain Pinkberry gained favor with stars like Paris Hilton, Kate Bosworth and Jake Gyllenhaal who enjoy this low-calorie frozen treat in plain or green tea flavors, piled with fruit, granola or chocolate chips. But what is in a Pinkberry? California health officials have ruled the chain can no longer call that fat-free frosty stuff "frozen yogurt," since it doesn't contain enough active cultures to qualify. Additionally, Pinkberry's signature dish is not made in factories, but made fresh in stores with some kind of mystery ingredient -- which sounds like a bonus to us, but is considered a liability according to state legislation.
The faux yogurt question doesn't look like it will slow down Pinkberry's expansion at all; after building 17 franchises in LA, the chain jumped to New York City where it has been drawing long lines since the dead of winter. Even a mouse problem at its Upper East Side location couldn't keep the socialites and hipsters away. Your move, Tasti-D-Lite.
Know what the Pinkberry mystery ingredient is? Let us know here.
Related Stories:
· Pinkberry [Official Site]
· Pinkberry Story [LA Times]
[Photo: roboppy]]]>