In the last 12 months or so, frozen yoghurt has become wildly popular in Pakistan. While ice-cream is still the most popular frozen dessert in the country, frozen yoghurt or ‘froyo’, as it’s commonly referred to, has been able to carve out a niche market for itself.
Even though their market is niche, the demand for froyo has been rapidly growing and to cater to this demand, a number of international chains have opened up local franchises in the last few months.
Being a foodie, I obviously have tried out every single one of them.
So when ‘Yogen Fruz’, the internationally acclaimed Canadian frozen yoghurt chain, opened up its first store in Lahore, that too next to my house, I headed there to try out what they had to offer. Given that Lahore already has three froyo joints (Yoghurt Berry, Tutti Frutti and TCBY (The Country’s Best Yogurt)), I had a pretty good idea of what to expect quality wise.
So when I walked in, I was expecting a run of the mill frozen yoghurt in four or five flavours and a decent but same old range of toppings in a brightly decorated outlet.
Yogen Fruz was nothing like that.
To start with, Yogen Fruz’s froyo has much better taste and texture wise as compared to the other three chains I had been to. Yogen Fruz has over ten flavours to choose from, in addition to a very expansive range of toppings.
In simple terms, think of the toppings you can get at Tutti Frutti or Yogurberry - Yogen Fruz has twice as many.
Unlike Tutti Frutti, that changes flavours often and at times ends up having really boring flavours, Yogen Fruz has certain standard flavours that are always there like chocolate, coffee, strawberry and pomegranate, which is great for people who like consistency with regards to the flavours they enjoy.
While Tutti Frutti and to a certain extent TCBY, have a chunky texture, Yogen Fruz’s froyo is more like super smooth soft serve ice cream.
In simple terms, Yogen Fruz just tastes so much better than anything else I have had tried so far in Pakistan. Although price wise it is slightly more expensive than the rest, but the quality more than makes up for this.
But wait! That is not all, the environment and atmosphere beckons a great hangout spot. Part of this broils down to the fact that as opposed to Yoghurt Berry or Tutti Frutti, Yogen Fruz shares the premises with Cheeky Joe’s, an international coffee chain owned by the same parent company that has brought Yogen Fruz to Pakistan. Because of this, the premises is divided into two types of seating areas, each spanning a whole floor; one being a classic coffee shop environment, with couches and soft music, while the other is a classic ice cream parlour ambience with bright colours and louder music.
So as a customer you get to choose what sort of environment you would enjoy your Froyo in most and where you would you be comfortable being seated.
Currently, Yogen Fruz is focusing on expansion within Punjab.
According to the owners, they will be launching 20 new locations within the next few months across Punjab, with four new ones in Lahore alone. Multan, Faisalabad and Rawalpindi will see multiple new Yogen Fruz branches open up soon at different locations. Each outlet will also be accompanied by Cheeky Joe’s coffee shop, giving people the option of both froyo and coffee under the same roof.
Unfortunately, Yogen Fruz does not plan to launch in Karachi any time soon. When it does, though, I assure you, your taste buds will go on craving for more and more of the tantalising flavours Yogen Fruz has to offer.
PHOTOS: yogenfruz.com
Read more by Adnan here or follow him on Twitter @adnanrasool
