I'll never forget the mid-Brand "Cold War" of 2008: Rosegreen, Twinkles, and Dolci Mango. We were young then, and thought the good times of pay-by-the-ounce frozen yogurt piled high with fruit and candy bars in a uncomfortably hyperdesigned atmosphere would never end. And we laughed, oh, how we laughed at the inevitable brainfreeze!
One cruel weekend our youthful innocence was shattered. The ambitious proprietor of Twinkles realized he had accidentally created a gay bar instead of a frozen yogurt spot, complete with thumping techno and embarrassed Armenian teenage boys in sailor uniforms offering "free samples" on the sidewalk, and either fled to Korea or committed suicide. Dolci Mango, reeling from the shock of unseasonably cold 71 degree temperatures in December, closed the same weekend, with Rosegreen following just a few weeks later. We now have the overpriced Pinkberry at the Americana to console us, but somehow it fails to capture the yogurty essence of that more innocent time.