Let's all scream as cold treat shop opens in Downtown Jersey City

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Date AddedJuly 31, 2009 04:17:32 PM

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By DENISE D. GIBSON
JOURNAL STAFF WRITER

Attention low-calorie frozen dessert lovers, a Wall Street trader-turned-entrepeneur has just what you're looking for in Downtown Jersey City.

Tasti D-Lite, the guilt-free cold treat shop, is scheduled to open today at 317 Marin Blvd., a block north of Christopher Columbus Drive, said owner Rob Cox, 33, a former trader for Citigroup.

"Tasti D-Lite was a concept I knew firsthand as a consumer and given that familiarity, owning my own was the next natural step," Cox said. "I'm an ice cream lover. This product is fantastic, people are trying to stay fit these days and this gives them the best of both worlds."

Cox, a Jersey City resident, said he's been plotting more than a year to open the business with 100 low-fat frozen flavors.

This sweet treat - 85 calories per average serving - is not ice cream because it has less than 10 percent butterfat; and it's not frozen yogurt because it is not fermented by yogurt cultures, he said.

Cox said he is excited to bring Tasti D-Lite to the area because he feels that Jersey City is trying to "mirror Manhattan like a twin city" where the franchise has several locations.

"Surprisingly there has been pretty good feedback. People have been tweeting about it already," Cox said.