Yogen-Fruz opens in Lahore: Frozen yogurt, ‘Indulge without a bulge’

Yogen Fruz team says fro-yo is a healthy treat.

LAHORE:

One, two, three, four… and now another one. About half a dozen frozen yogurt franchises have cropped up in every major city. 

After the influx of red velvet cakes and decorative cupcakes, frozen yogurt seems to be the new food trend that everyone can’t wait to get their hands on. Not only are women tempted by the delicious fat-free treat, they are also attracted to the limitless flavours and colourful toppings — from berries and nuts to chocolate and syrups — that are now being offered.  It’s a tasty and a ‘guilt-free’ alternative to ice-cream.

“Only recently has there been a surge for frozen yogurt,” says Carlos Campos, the Vice President of the Yogen-Fruz franchise which recently opened shop in Lahore, adding that he is a strong advocate of the frozen yogurt trend that seems to be taking over our taste buds.

According to Campos, fro-yo shops boomed in the United States during the late ‘70s and ‘80s, but in Pakistan, this funky cold ice-cream look-alike made its way when numerous international brands landed.

“People care more about their bodies and are tired of fast-food,” he says. “They want something that keeps them fresh and healthy.” “It has become kind of a life-style,” says Campos, explaining that people are concerned about healthy living. “Frozen yogurt joints are now considered hip places to go to,” he adds, saying that the fad began in California with a burst of stores and expanded throughout the world.

Without pointing fingers, Campos admits that many fro-yo manufacturers have less healthy ways to flavour their yogurt (like syrups and sugar-based alternatives).  He believes that yogurt is supposed to be healthy, and should avoid artificial shortcuts.

While some health studies doubt the nutrition value of frozen yogurt, Campos holds firm to his statement that Yozen-Fruz is healthy and that only some frozen yogurt shops use artificial powders to make their yogurt.

“Not everyone uses pro-biotics or healthy ingredients, because that is costly,” says Campos, who encourages people to be aware of what they are eating. “When it comes to formulae, we make sure that our base product remains,” he says, boasting that his company is present in 45 countries across the world. “It’s the best alternative to fast-food — a treat that could also be a meal replacement. There have been cases where people are using protein yogurt as a meal.”

The fro-yo madness in Pakistan has attracted mainly the elite who have the spending power to indulge in a cup for a few hundred rupees. The owner of the Yogen-Fruz’s franchise in Lahore, Basir Syed, has been adamant that he will cater to local tastes without compromising on quality.

“It’s a lifestyle; pro-biotics is a lifestyle; no-fat or low-cal diet is a lifestyle,” says Syed. “In Pakistan, we love to eat! That’s where the whole concept for this place comes from: indulge without a bulge.”

Syed explains that his shop will have several alterations for the Pakistani market. Apart from the regular fro-yo treats, his shop will also offer meals such as crepes as well as healthy shakes, with quality being the key.

Published in The Express Tribune, November 13^th, 2012.

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