Sweet Tooth: frozen desserts.

By Tom

I admit that I'm not the biggest consumer of sweets. It's might be heresy to some, but chocolate isn't my thing. While I enjoy a good frosted treat as much as the next person, I can easily pass on the cupcakes. Even having Sprinkles and the LA branch of Magnolia Bakery doesn't sway me.

I do have a weakness for Pinkberry.

Pinkberry is a frozen yogurt brand that started in 2005 in a tiny storefront just south of Santa Monica Blvd in West Hollywood. Within a few weeks of opening, there were lines up the block for what detractors and addicts alike referred to as "crackberry". That location became "the taste that launched 1,000 parking tickets." according to the LA Times and neighbors on Huntley Drive were apoplectic about the amount of illegal parkers and trash being generated on their little street. I admit that I waited in a mercifully short line to try it, and was instantly smitten, but not so much that I was going to brave the general craziness of hours-long waits in the California sun for some yogurt. Then, a second one opened in Koreatown, and I went. Then one in Hollywood, and I went. Then Venice: I went. Then in Beverly Hills and the original Huntley Drive location became the corporate office and the neighbors were left in peace. Having one in the hood was the end: I can have my "healthy" treat and walk home after? Instant gratification.

Then it seemed it was everywhere. A second Beverly Hills. Two in the Marina, two more in Santa Monica You started to get the feeling that if you left a store and came back later in the afternoon it would have turned into a Pinkberry. They were in the Beverly Center and the Farmer's Market. In the Valley, Orange County and the Inland Empire. Then the Bay area. Then other states. Then other countries. More importantly for me, one opened up in Little Tokyo, walking distance to my work.

So sometimes on hot days I have Pinkberry for lunch. I don't feel like I'm being too terrible. Unlike most frozen yogurt, Pinkberry isn't very sweet. The plain is rather tart and even the chocolate is more cocoa than Cadbury. I tend to stick to the fresh fruit if I get toppings at all so I don't think I'm packing on the calories. Like most addicts I delude myself that it has to be good for me. It's yogurt, after all; Jamie Leigh Curtis would approve, right?

Now we're springing into Spring and the temps this Sunday are supposed to be well into the 80's. I think I see a medium lychee with a spritz of fresh lime juice (the new combo) in my future. If there's a One near you check it out..

In the mean time, what's your favorite frozen treat?