T.C.B.Y. launches new quick-service food concept

by FoodBusinessNews.net Staff
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SALT LAKE CITY — T.C.B.Y. recently opened Yovana, a new quick-service concept designed to meet consumers’ increasing demand for fresh, healthy and convenient foods throughout the day. The first prototype store opened July 16 in the Phoenix metro area.

Yovana’s offerings center on premium yogurt, prepared fresh in-store every day. Customers may choose from a range of made-to-order meals and snacks, including fresh yogurt parfaits, drinkable yogurt smoothies and frozen yogurt treats featuring seasonally fresh fruit and organic whole grain granolas.

"We’re leading a ‘culture’ change," said David Hall, vice-president of marketing for T.C.B.Y. "Yovana feeds consumers’ growing hunger for yogurt and provides them with smart choices for eating healthy when they are away from home."

Mr. Hall pointed to data issued by Information Resources Inc. that ranked yogurt as the 15th largest grocery category in the United States, and also one of the fastest-growing consumer product categories, growing over 6% in 2003. Additionally, ACNielsen’s 2004 study "Global Growth in Food & Beverages" reported drinkable yogurt was the second-fastest growing category globally, increasing by 19% worldwide.

"We believe this trend will continue, given the lifestyle and nutrition needs of today’s consumers, and we expect consumers will demand increasingly high-quality yogurt," Mr. Hall said. "We’re providing yogurt-lovers with great tasting, smart choices for healthy eating in an environment that allows consumers to restore, relax and revive mind, body and spirit."

For more information on Yovana, visit www.yovana-yogurt.com.

Yovana is a branch of T.C.B.Y. Systems, a frozen treats chain that first opened in Little Rock, Ark., in 1981. T.C.B.Y. was acquired by an affiliate of Salt Lake City based Mrs. Fields Famous Brands, L.L.C. in 2000. The Mrs. Fields Famous Brands portfolio also includes Mrs. Fields Cookies, Pretzel Time, Pretzelmaker, and The Great American Cookie Co.

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