MANHATTAN — It's the Greek yogurt craze with a swirl of downtown culture mixed in.
Chobani, a yogurt purveyor based in upstate New York, launched its first "yogurt bar" in SoHo on Wednesday — with "yogurt masters" whipping up creations using fresh fruit, nuts and plenty of other ingredients.
"We want yogurt to be seen as it is meant to be. Simple and pure," said Hamdi Ulukaya, the founder of Chobani, who said he has dreamed of opening a store in the neighborhood since he started the company in 2005.
The opening of the yogurt bar, at 150 Prince St., was attended by Lt. Gov. Bob Duffy, who cut the ribbon with Ulukaya.
"I have Chobani yogurt every day," Duffy said at the opening. "[Chobani] has invigorated so much life into upstate New York."
The yogurt bar features several different yogurt specialties made by in-house "yogurt masters", like Pistachio + Chocolate (pistachios, dark chocolate, honey, oranges, and mint leaves) and Peanut Butter + Jelly (seasonal fruit, granola, and honey).
Ingredients like honey, olive oil, pistachios and hazelnuts can also be purchased at the store, so customers can create the yogurt treats at their homes as well.
"We want to get people to know what they can do with yogurt," said Ulukaya.
Chobani's yogurt treats will be priced at $3.75 for a small, and $4.75 for a large. The yogurt bar will be open seven days a week from 9 a.m. to 8 p.m.