You can find shops in this city dedicated singularly to every kind of food: pierogi, shaved snow, sausages.
And yet we're still struggling to grasp the concept of a "yogurt bar," one of which is set to open at the new Target in TriBeCa in October. The bar, Chobani's second after the first opened in SoHo in 2012, will invite customers to enjoy yogurt and the gourmet toppings of their choice.
Is fresh Greek yogurt the new frozen yogurt?
Why would a brand like Chobani, after spending all that money packaging their product for maximum portability and convenience (with all the fruit toppings at the bottom or on the side as Fage does), start promoting yogurt as a take-out dessert?
And if the rice-pudding-as-star-food-item idea never really took off — even a catchy name like Rice-to-Riches didn't catalyze a dessert revolution — what makes entrepreneurs think its slightly less lumpy cousin will change the playing field?
Apparently, though, Chobani isn't the only company in New York City betting on refrigerated, but not frozen yogurt.