Pacific Beach just picked up a new post-surf ritual: Brites Soft Serve has opened a storefront on Mission Boulevard, serving low-calorie, vegan-friendly soft serve in a self-serve format. Customers fill their own cups and pay by weight, choosing from a rotating lineup of roughly 10 flavors plus a machine-blended signature drink called the Brizzy. The owners pitch their product as fat-free and flavored with real ingredients instead of the heavier mixes you find at old-school ice cream parlors.
Where To Find Brites In Pacific Beach
Brites lists its new shop at 4343 Mission Blvd #104 in the P.B. Marketplace and bills itself as “California's Original Low-Calorie Soft Serve” on its website. The site features an online ordering link for pickup and notes evening hours on weekends, setting it up as an easy grab on the way home from a beach day. According to Brites, the concept leans into clean labels and natural sweeteners.
Founders And What They Say
Brothers Sihao and Sibo Yan launched their first brick-and-mortar Brites store in Pacific Beach. They told the Times of San Diego that the fat-free formula means the product cannot legally be marketed as “ice cream.” The outlet also reports that the shop is not a franchise and that an apple-pie flavor rolled out this past weekend.
What Goes Into The Soft Serve
On its site, Brites lists its base as True California Milk sweetened with monk fruit, and the brand says it skips seed oils and artificial colors, choices it says help trim calories while keeping the texture in line with traditional soft serve. Those clean-label claims and the menu categories (soft serve, Brizzys, milkshakes) are laid out on the homepage and online ordering pages. Per Brites, the formula is built around real-ingredient flavoring rather than additives.
Menu, Pricing And Hours
Delivery and pickup listings show soft serve priced by weight and put a Brizzy at around $10. Delivery platforms note weekday hours running from noon into the evening, with later hours on weekends. Brites is also available through Uber Eats, where the shop’s hours and menu prices are posted for both pickup and delivery.
Where It Fits In The Beach Scene
The arrival of Brites adds a lighter dessert choice to Mission Boulevard’s crowded after-beach lineup, tapping into demand for plant-based and lower-calorie treats near the boardwalk. The owners told the Times of San Diego they are working on take-home pints and a soft-serve cake that would come out of the Pacific Beach shop.
For P.B. regulars, Brites offers another late-night stop that promises a slightly lighter sugar fix. The self-serve setup should help keep lines moving on warm afternoons, and with flavors rotating, there will usually be something new waiting in the machines.
