Judy Mintz: Frozen yogurt? Help yourself.

From: Everywhere I Go
July 31, 2012 at 10:00AM

Remember TCBY? They were one of the original frozen yogurt chains and their soft-serve frozen yogurt tasted like ice cream. It was yummy. Most high end ice cream scoop shops offer frozen yogurt as well, but it’s the same consistency as the ice cream; if it wasn’t labeled, I’d never know the difference. I only order it to feel virtuous. I am not a fan of real yogurt, the kind you buy in the supermarket dairy case. Even doctored with bits of chocolate, or flavored like cheesecake, it doesn’t appeal to me. And yes, I’ve tried the Greek yogurt. No, thank you.

My daughter coaxed me into a frozen yogurt store in Harvard Square a few months ago, BerryLine, on Arrow Street. She’d been there and swore it was the most fabulous frozen yogurt she’d ever had. I tried it and was sorely disappointed. It was unlike any frozen yogurt I’d ever had before. It tasted like – yogurt.

You can imagine, then, how underwhelmed I was to hear that she’d visited a new shop in Lexington, called Fruitee Yogurt, that was even better than BerryLine. Did she mean better better, more like ice cream, or better worse, more like yogurt? There was only one way to be sure; I had to check it out myself.

Fruitee Yogurt reminded me of an old-fashioned automat. It’s self-serve. One wall has half a dozen soft-serve machines embedded in it. There are no instructions, no clues. Apparently the user interface is supposed to be so intuitive that anyone can do it. Alternatively, the cost of the product must be so low that they can afford to eat the cost of the yogurt that ends up on the floor, or gets licked off the hands and arms of the uninitiated. Okay, so it’s not that hard, not like figuring out how to eat a lobster the first time, but I was happy I had my husband there to coach me through it.

First, however, I asked a teenaged employee to pull me a dab so I could taste a flavor. With aplomb, he squirted just the right amount into a tiny cup. I admit it, I was impressed. Then it was time for the big moment. I tasted the Salty Caramel and… I liked it! At first I thought I could taste a hint of yogurt, but then the caramel took over and I was in heaven. According to an article in the local paper, “Fruitee Yogurt’s yogurts average 25 calories per ounce, and are either low fat or entirely fat-free.” That, of course, doesn’t take into account the add-ons, which in my case were white chocolate bits and caramel syrup, but I still felt virtuous.

After we ate, we decided to check out the other new froyo place in Lexington, Orange Leaf. It turns out that self-serve frozen yogurt is all the rage. Orange Leaf is just like Fruitee Yogurt, but it’s much bigger and has more flavors. I tasted the wedding cake (hey, I was there) and it was good. Orange Leaf, however, is a franchise, and as far as I can tell, Fruitee Yogurt is a one off. For that reason alone, I’ve already developed an allegiance to it. Now the 64,000 dollar question is, will Fruitee Yogurt, which is ever so slightly off the beaten path, be able to compete with Orange Leaf’s prime Mass Ave. location? I’m going to do everything I can to make sure they do. Frozen yogurt any one?

Posted on July 31, 2012, in Judy Mintz. Bookmark the permalink. Comments Off on Judy Mintz: Frozen yogurt? Help yourself..

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