Upscale Frozen Slush Company to Cool Off the Village

By Andrea Swalec on May 4, 2012 8:11am 

Tangy citrus with apricot puree is one of the drink options from the mobile vendor Kelvin Natural Slush Co., which has city permission to vend on Sixth Avenue at Bleecker Street in Greenwich Village.
Tangy citrus with apricot puree is one of the drink options from the mobile vendor Kelvin Natural Slush Co., which has city permission to vend on Sixth Avenue at Bleecker Street in Greenwich Village.
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Facebook/Kelvin Natural Slush Co.

MANHATTAN — An award-winning food truck that sells high-end slush drinks will roll out a new sidewalk cart in Greenwich Village this weekend.

Kelvin Natural Slush Co., which won a 2010 Vendy Award for Best Dessert, will sling slushes from its new 10-by-5 "Ice Cube" cart at Little Red Square, the small park on the east side of Sixth Avenue south of Bleecker Street, company head Alex Rein said.

"This will be a fun addition to the neighborhood," said Rein, whose company recently received city approval to set up in the square, public records published Wednesday show.

Kelvin sells frozen drinks that are a far cry from the blue raspberry and Mountain Dew Slurpees found at 7-Eleven.

The all-natural slushes come in spicy ginger, green and black tea, and tangy citrus flavors, according to Kelvin's website. A rotating set of fresh fruit mix-ins include açaí berries, caramelized pineapple, lychee and blood orange.

Rein said constantly having to seek parking for a roving truck, which is trackable by phone and on Twitter, made a cart with just one location an appealing addition to the company.

"We really like the idea of having a set spot," he said. "That way people in the neighborhood will get to know us."

Kelvin — whose drink prices range from $3.50 to $4.50, according to Yelp reviewers — will be open daily from about 11 a.m. to 10 p.m., he said.

Rein, a 32-year-old native New Yorker who lives in the Village, launched Kelvin in 2010, leaving work as a corporate lawyer.

"I always like slushes and frozen drinks, so I thought, wouldn't it be nice to have a refreshing, more grown-up version?"

The city Parks Department granted the company a five-year permit, public records show. Kelvin will pay the city $6,200 for the permit in its first year, increasing to more than $7,500 in its fifth year.

A second Kelvin cart is on the way, Rein said. The company recently secured city approval to roll out another Ice Cube in Dante Square at 60th Street and Broadway in 2013.

The frozen drink vendor Kelvin Natural Slush Co. will roll out its new food cart in Greenwich Village the weekend of May 5, 2012, its founder said.
The frozen drink vendor Kelvin Natural Slush Co. will roll out its new food cart in Greenwich Village the weekend of May 5, 2012, its founder said.
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Kelvin Natural Slush Co.

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