I’d been told that people are passionate about Pinkberry. But to stand in line for an hour and a half in the heat for a free scoop? Well that’s what they were doing for hours last night at the opening of Atlanta’s first Pinkberry location.

Less than five years ago, the folks at Pinkberry set out to sell their proprietary formula of premium frozen yogurt with fresh-fruit toppings. Now with locations across the country, the company has attracted legions of fans. Lots of celebrities have jumped on the Pinkberry bandwagon including Rob Lowe, Simon Crowell and Megan Fox who celebrated her birthday there.

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