Simply Peeled Is Reborn As the Soft Serve Fruit Co.

Photo: Liz Steger Photography

Less than a year after Simply Peeled opened uptown, the company has rebranded itself the Soft Serve Fruit Co. Its raison d’être, the wholesome-sounding (just seasonal fruit, filtered water, and organic cane sugar) but unfortunately named Fruizo, has been rebranded as simply Soft Serve Fruit. Makes sense. Even more so since the shop is expanding: A Union Square location is planned for mid-May.