Frozen Yogurt Wars In Eastern Connecticut

For years frozen yogurt lovers in southeastern Connecticut have suffered a drought of options to indulge in a tasty treat. Popular places such as Pinkberry and Tasti D-Lite opened in other parts of the state leaving New London County in the dust. , and it’s about to change to again with the launch of .

Last week signs went up revealing the Mystic location of FroyoWorld. The location at 12 Coogan Boulevard next to and near the has all of its necessary permits, First Selectman Edward Haberek Jr., said. All that is left is to ready the store, for the not yet announced, opening day.

Branford, Connecticut resident William Bok opened the first FroyoWorld in New Haven in August 2010. Bok’s FroyoWorld, according to the New Haven Independent, claims to be the first self-serve frozen yogurt lounge in Connecticut.

At FroyoWorld, customers get their choice of froyo by pulling a lever from a self-serve frozen yogurt machine and then decide how many toppings they want to put in their cup. Customers pay 49 cents for an ounce. It’s an impossible identical concept , but Bok believes FroyoWorld will become the top dog of frozen yogurt.

“We’ll be a leader in frozen yogurt,” he said. “We’ll be the first ones here and the last ones to leave."

With Bok busy opening more cooperate-owned stores and starting a franchise option it appears the frozen-yogurt wars are coming to southeastern Connecticut.

Currently there are seven FroyoWorlds in Connecticut, Rhode Island, Massachusetts and Puerto Rico and 10 more locations including the Mystic location are set to open this summer.

Bok believes his frozen yogurt is unique because of its Greek yogurt flavor that includes a bit of tang with some sweetness. His favorite Froyo is Cake Batter Froyo with cheesecake topping, strawberries, Mochi (Japanese rice cake). whip cream, Carmel sauce and a cherry on top.