Yogen Fruz Unveils New Store Design at Two Stores in Canada; New Branding Will Debut...

Thu Feb 28, 2008 8:45am EST

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Yogen Fruz Unveils New Store Design at Two Stores in Canada; New Branding Will Debut in First U.S. Outlets in March

     Frozen Yogurt Chain Updates Decor, Signage, Packaging & More
TORONTO--(Business Wire)--
Yogen Fruz, the Canada-based frozen yogurt chain with 1,100 stores
in 20 countries, has revamped its store design and overall branding to
coincide with the opening of its first U.S. outlets in March. The
first two stores with the new branding opened in Canada this month in
the Toronto-Dominion Centre in Toronto and the MetroCentre in Burnaby,
British Columbia.

   The company expects at least 30 stores to open in U.S. strip
plazas, shopping malls and regional shopping centers in 2008, with up
to 1,000 U.S. outlets planned over the next decade. The first U.S.
stores will open in the Orlando, Chicago, San Francisco and Los
Angeles metropolitan areas where master franchises have already been
sold. Leases for 15 locations have been signed or are in the final
negotiation stages to date.

   The design update focuses on conveying the fresh, healthy
attributes and premium quality of the Yogen Fruz product line. The use
of polished blue glass tiles, gloss white panels, a contemporary color
scheme and LED lights that paint the walls with color modernize the
brand image throughout the retail space. New graphic menu panels
capture the Yogen Fruz appetite appeal with close-croppings of the
fresh fruit toppings and condiments, while the store layout has been
changed to allow customers to see those fresh ingredients immediately
in front of them as they stand at the counter.

   The refresh also singles out the umlauted "U" in the Yogen Fruz
name as an icon that expresses the feel-good expectation of the brand.
The "U" appears on the store exterior and graphic wall detail where it
pops out of phrases such as "Luv Life" and "Guilt-Free," and is also
carried through in the new package design.

   Sit-down Yogen Fruz stores ranging from 800 to 1,400 square feet
will feature different seating zones with an unusual upscale mix of
bar-height and bench seating to cater to a variety of party sizes and
experiences. Store formats will also include 100- to 200-square-foot
kiosks and inline locations of 200 to 500 square feet.

   Signage, packaging, uniforms and logos have also been updated.
Store design, brand identity, package design and website design were
handled by Toronto-based Jump Branding and Design Inc.

   "We are entering the U.S. market with more than two decades of
worldwide experience and what we believe to be more stores than any
frozen yogurt chain in the world. This new store design ensures that
we have the contemporary identity and curb appeal necessary to cut
through the clutter in the space, draw customers into the Yogen Fruz
fold, and quickly put us on the U.S. map," said Aaron Serruya, who
started the company with his brother Michael.

   "We have faced local competition in every market we have entered
over the last 22 years, and in every case we have emerged as the last
chain standing," Serruya added. "We have every reason to believe that
we can achieve the same leadership position in the U.S."

   Yogen Fruz opened its first store in Toronto in 1986. The first
franchise unit opened a year later in London, Ontario. By 1989, the
Serruyas had 100 stores in Canada. In November 1991, they expanded to
Indonesia with their first master franchisee. By the mid 1990s, they
were selling master franchise territorial rights in Europe and Latin

   The signature menu item is Yogen Fruz's "Blend It" -- a
create-your-own combination of low-fat, non-fat or no-sugar-added
frozen yogurt and any of 16 varieties of flash-frozen fresh fruit
mixed in the company's proprietary machines while customers watch. A
"Top It" option features plain yogurt with a choice of 18 toppings
from fruit to granola, carob chips and Cap'n Crunch. Other menu
selections include dairy and non-dairy smoothies, fresh fruit cups,
and parfait-style breakfast yogurt layered with fresh berries.

   The initial franchise investment ranges from $150,000 for kiosk
stores to $275,000 for larger formats, including franchise fees and

   About Yogen Fruz

   Yogen Fruz is a world leader in the frozen dessert category, with
1,100 locations operating in over 20 countries. Yogen Fruz pioneered
the frozen yogurt category in Canada when it opened its first store in
1986. It remains a category leader with its broad menu, unique
blending system, added probiotic cultures, distinctive store design
and more than two decades of global operation. For more information,
visit www.yogenfruz.com.

S&S Public Relations, Inc.
Jill Schmidt

Copyright Business Wire 2008