TCBY to Expand Brand With Juice Line, Yogurt Bars

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TCBY, the acronym by which The Country’s Best Yogurt chain is better known, once ruled the yogurt-retail world, but in recent years, a lot of competition has grown up around it. Part of that competition targets “back to the earth” consumers who are more interested in going back to a more “natural” yogurt and part of that competition is simply those hoping to horn in on TCBY’s frozen-yogurt mix-in turf.

The explosion in yogurt shops just in New York City of late has been astounding, including Chobani’s first standalone boutique. “There’s been a veritable war in the Village,” real-estate broker Faith Hope Consolo, a retail real-estate broker for Douglas Elliman, told the NY Observer. “It’s the fastest-growing franchise in the country.” Don’t think TCBY is taking the war lightly.[more]

It’s been testing limited-time flavors (Spiced Apple Yogurt or Eggnog, anyone?) Last year, it added a healthier Super Fro-Yo line and a self-service design that is now used by around 125 of its 650 stores. Earlier this year, it added red-hot frozen Greek yogurt to its menu and has found that to be a great success.

Looking ahead, TCBY in tandem with sibling brand Mrs. Fields — the cookie purveyor is also owned by the Famous Brands International — will open co-branded flagship stores, test kitchens, and training facilities in Broomfield, Colo., which is located between Denver and Boulder and already serves as the home for FBI, InvestorPlace.com reports.

The TCBY store will test out a new fresh yogurt bar and a new juice line, Nation’s Restaurant News reports. The Mrs. Field’s store will test a new chocolate beverage bar (both hot and cold) as well as new seating arrangements. “We really feel it’s our responsibility to always be working on and developing things for our franchise system,” Famous Brands chief executive Tim Casey told NRN.

An added plus is that TCBY has gotten its brand into Walmart Superstores and is selling pints, quarts, novelty bars, and “a squeezable soft-serve yogurt pouch” there. Your (soft) serve, yogurt brands.

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