The frozen yogurt trend can be traced to America, where two young Koreans opened a froyo shop called Pinkberry in 2005. The chain now has more than 100 stores in the U.S., three in the United Kingdom and is expanding into the Middle East. It’s a lucrative business. Their early customer was fiber artist Jo Fitsell who chose a chocolate topping for her frozen yogurt. Pinkberry now sells up to 1,000 pots on a daily basis across America and has branches in Kansas too. Pinkberry’s customers are 70 per cent female, and typically aged between 18 and 35. They choose from a menu including green tea and honey-flavoured yogurt. Frozen yogurt is all about healthy eating. As treats go, it is guilt-free. If customers sit down and eat a tub of Ben & Jerry’s ice cream, girls feel guilty. It has 1,000 calories a tub. Pinkberry is 83 calories in a tub. It’s indulgence without feeling they have to go on the treadmill or starve themselves for the rest of the day. Frozen yogurt is a nutritionally balanced superfood. It is naturally fat free and full of probiotics, which are good for the immune system and digestion. Pinkberry keep it as simple and natural as possible. It is made with real yogurt and agave syrup instead of sugar, and topped with fresh fruit. Pinkberry opened it’s first branch in Kansas in 2008. There’s another chain of frozen yogurt franchise lasy year in Kansas, where you can choose from toppings such as fresh fruit and nuts, Smarties, Jelly Babies, and honeycomb. One reason frozen yogurt shops are expanding so rapidly is that they are easy to run as franchises. Costs are low because customers often serve themselves, and there is a significant mark-up on the wholesale price of the yogurt mix. But are frozen yogurts really healthy, or is this all a marketing gimmick? Tuttifrutti says its frozen yogurt could potentially prevent colon cancer and improves mineral absorption. But even if frozen yogurts are fat-free, if they are high in sugar, your body may take the sugar and store it as fat. They don’t offer much nutritional value, and should not be mistaken for a healthy snack. The probiotic element is in too low a concentration to have much impact. Some also question whether this is simply another way for women to ape size-zero celebrities who are seen clutching the tubs on their way to yoga and pilates in Beverly Hills. Frozen yogurt is like ice-cream without being naughty and dangerous. It gives you a sugary, creamy hit without the calories. The struggle for women is to really enjoy food. If they are having a frozen yogurt because they really enjoy it, then great. If they are eating it simply because it is low-calorie, they will still be left wanting the thing they have deprived themselves of: which is an icecream. Self-denial may not be good for the soul, but it is certainly proving lucrative for an enterprising band of frozen entrepreneurs.