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New York Export Elixir Juice Bar Hits Beverly Hills

In a most fitting switcheroo, as of January 5, Pinkberry on Little Santa Monica in Beverly Hills is now Elixir Juice Bar. From one trend to the next. This is a franchised operation and an offshoot of the 15-location Manhattan-based chain of juice shops, many of which operate out of Equinox gyms. Nick Geyer is behind this first LA location which has a pretty similar juice and smoothie menu as served on the east coast, but the list of healthy salads, wraps and small plates is new for the west coast market. Elixir touts "No sorbet, no frozen yogurt, no sweeteners, 100% pure goodness" and offers a cleanse as well. [EaterWire]