So Coldstone is testing a new frozen treat (very clearly NOT labelled as frozen yogurt) that is clearly designed to appeal to Pinkberry lovers: shares half the same name, also marketed as just 100 calories for a small serving and 0 g trans fat, comes in multiple flavors, you can add fruit to it, even has that deceptive hole in the middle around which they dispense the yogurt.

Most of the locations that are testing TartBerry are in Orange County, but apparently there are three in bay area: Dublin, Sunnyvale, and Concord (I think). More flavors to come: Mango, Green tea, plain, for perhaps a grand total of 16.

On the day I went, they had only one available flavor: the berry flavor. Now, I have to admit, that I liked the berry flavor. It’s artifically pink, and has hints of strawberry seeds, and its nicely tart and not too sweet.

However, pinkberry this is clearly not. First, the “plain” flavored tartberry was not available. Apparently people have complained that it’s too sour so they’re reformulating it. Me, personally, I want it sour. Like the original pinkberry. But apparently Coldstone doesn’t appeal to the same population of consumers who appreciate Pinkberry. Second, the fruit that accompanies the treat is not the fresh fruit that Pinkberry or Red Mango or Fraiche consumers are used to. No lychee, no fresh strawberries, no kiwi — it’s going to be the canned stuff that Cold Stone has always used for its ice cream.

In sum, Tartberry is not going to quench the thirst of NY or LA transplants in the bay area who are jonesing for a lighty, airy, slightly sour, yogurty pinkberry snack. However, I have to admit that I liked the berry flavor on its own right. If you’re going to Coldstone anyway, it’s a tasty alternative to the fatty ice creams.