October 9, 2009

A Yogurt Revolution?

While recently strolling down Fillmore St., I noticed a new yogurt shop. Now, like most places on earth, San Francisco’s had a major influx (read: glut) of new-wave frozen yogurt over the past two years. I’ll be the first to admit, I’ve spent many a dollar on the clean, subtle flavor of the tart yogurt–so proudly boasting healthy probiotics without added flavors, colors, and heavy sweeteners. But I’ll also be the first to admit that I’m over it. It’s still delicious, but it’s not nearly as much of a treat when there’s one on every corner. However, enter Fraiche.

First, from a design perspective, the shop is lovely. The walls are rather bare, and the colors are muted. If you’re at all familiar with the popular chain frozen yogurt shops, you’ll remember neon colors and Japanese new-wave pop seem to be the norm. Not here. You actually want to hang out–for long periods of time. Although it’s crowded, the space itself is light, airy, and serene.

Now onto the yogurt. I opted for the organic original with a pureed apricot sauce. Linnea had the plain yogurt (unfrozen, housemade) with cinnamony peaches and raspberry sauce. You’ll notice I didn’t mention Fruity Pebbles or Oreo toppings: from bright pureed fruits and local honeys to shaved Callebaut chocolate to-order, the toppings are as conscious and thoughtfully constructed as the yogurt (owner Patama Gur spent a long time perfecting her special blend of probiotic cultures).

The frozen yogurt had a bright tanginess and the apricot puree was much like jumping into a summer afternoon. The unfrozen yogurt was rich, dense, and delightfully smooth. It obviously puts supermarket yogurt to shame, and made me question where I’d stashed my yogurt maker at home. The difference is pretty unbelievable. Think Greek yogurt on steroids.

In addition to dessert, Fraiche is starting a simple breakfast service. They’ll serve dishes made with the unfrozen yogurt, fruit, granola, slow-cooked steel cut oatmeal, and Blue Bottle coffee. Simple–just the way breakfast should be. While skeptical at first, Fraiche is giving San Francisco a major fro-yo face lift. And for that, they’ve got my gratitude.

Fraiche
1910 Fillmore @ Pine; (415) 674-6876

Fuji Mama
October 9, 2009

Oh my goodness, this place sounds amazing! The name is very fitting too, for both what they serve and the interior. That yogurt apricot puree combo sounds TO DIE FOR. There seem to be yogurt places on every corner here in SoCal as well, but they're all like the places you mentioned...been there, done that.

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Mardi @eatlivetravelwrite
October 10, 2009

What a classy joint! This looks like my kind of place - and for sure it's a step above your regular joe froyo places... Anyplace serving breakfast and frozen yoghurt has my vote!

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Chez Danisse
October 11, 2009

I definitely need to check this place out! Thanks. I too am so over the place-on-every-corner trend. I want some of that cinnamony peaches and raspberry sauce right now. You have my gratitude.

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A Day That is Dessert
October 11, 2009

This sounds amazing!

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Megan Gordon
October 14, 2009

Yes--you ladies would all love it. I'm sure of it. Next time you're here, hop on over!

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