Toronto thought it was done with frozen yogurt years ago. Apparently not — and now it costs $10 a cup.
Mythos, a Caribbean-born brand that recently opened a location on New York’s Upper East Side, has set up shop at 2523 Yonge St.
Instead of the neon-lit, self-serve sugar bombs of the early 2000s, Mythos is pitching a Mediterranean health menu. The shop serves a tangy 2 per cent Greek yogurt base and skips the typical candy bits for toppings like olive oil, baklava, honey, granola, fig, grapes and pomegranate.
The brand’s social media claims its yogurt recipe delivers a mix of prebiotics, probiotics, postbiotics and enzymes to support digestive and cognitive health — a wellness-heavy angle aimed squarely at modern diets.
The midtown debut comes just two months after local boutique spot Kela opened on St. Clair Avenue East, immediately setting off a heated online debate over its $10 price tag. Commenters on Instagram split down the middle, with half calling it wildly overpriced and the other half happily lining up to pay for premium toppings.
Mythos is charging the exact same rates. A small cup costs $9.99 and includes one topping, a medium goes for $11.99 with two toppings and a large comes in at $13.99 with three toppings. Additional toppings cost $1.50 each.
Whether Torontonians will actually embrace $10 probiotic yogurt beyond the initial Instagram hype is open for debate, but midtown is officially ground zero for the trend.
Mythos is open Monday through Thursday from 12 p.m. to 9 p.m., Friday from 12 p.m. to 10 p.m., Saturday from 11 a.m. to 10 p.m. and Sunday from 11 a.m. to 9 p.m.