Pura Vida is reimagining the cafe experience in NYC.
Photos by Bridgette Leahy
This summer, Pura Vida is expanding beyond its signature drinks and protein-packed meals by launching Greek frozen yogurt at its Flatiron location.
At their Flatiron location, Pura Vida is hosting several launches, including froyo and full-course meals.
“Flatiron is one of our flagship New York locations and attracts a diverse mix of locals and visitors, making it the ideal place to introduce something new.”
Unlike many frozen desserts, Pura Vida’s Greek frozen yogurt contains no refined sugar. Instead, it’s sweetened with allulose, offering the creamy texture and sweetness customers expect while supporting the brand’s wellness-first philosophy.
“Consumers are looking for balance when it comes to dessert, so we wanted to create an option that fits their lifestyle without sacrificing enjoyment,” Horev says. “By using creamy Greek yogurt, which is naturally rich in protein, we created a dessert that delivers on both taste and nutrition. It’s a feel-good treat inspired by the benefits of Greek yogurt that fits seamlessly into a wellness-focused lifestyle and satisfies a sweet craving.”
The sweetener is allulose, which delivers sweetness and a creamy texture without breaking the sugar bank; there is no refined sugar in this recipe!
“Summer in NYC was the perfect opportunity to introduce these refreshing desserts that align with how our guests are eating today,” Horev says. “We wanted something that feels indulgent while staying true to our ingredient-first philosophy.”
Out of the two Greek yogurt flavors, Berry Bliss and Amalfi Swirl, Pura Vida recommends guests try both to see which one they gravitate towards the most.
“We wanted two distinct flavors-one bright and berry-forward and the other rooted in Mediterranean-inspired flavors with toasted nuts, extra virgin lemon-infused oil and Maldon salt-so there’s something for everyone!” “This same goes for our toppings; we’re always exploring new ideas, and guests’ feedback plays a big role in shaping what comes next,” Horev says.
This is just the beginning of Pura Vida’s sweet treat journey.
“We’re actively working on innovation and will be introducing NY-exclusive flavors in the months to come, so we’re open to exploring new ideas, and it’s definitely something we’ll keep in mind.”
As Pura Vida continues to expand its presence, the brand hopes to offer more than just healthy meals, specialty drinks, and desserts. It aims to bring a little bit of Miami’s carefree spirit to one of the world’s busiest cities–inviting New Yorkers to pause, recharge, and experience a lifestyle centered on fresh food, hospitality, and connection. Pura Vida Miami is a place that will continue to evolve, immerse, and transport New Yorkers to Miami.
As Pura Vida continues expanding its footprint in New York City, the brand hopes to offer more than just healthy meals and specialty coffee. It aims to bring a little of Miami’s laid-back spirit to one of the world’s busiest cities—inviting New Yorkers to pause, recharge, and experience a lifestyle centered around fresh food, hospitality, and connection.
Pura Vida Miami is located at 100 Fifth Ave. in the Flatiron District. For more information, visit www.puravidamiami.com/locations/newyork/5thaveflatiron
