As a fan of frozen yogurt, Joanna Huang’s blog post about a new brand called Yogurty’s Froyo caught my eye. Recently, the market for frozen yogurt has become more and more competitive as the popularity for the ice cream alternative has spiked. With an increased concern for healthy living, as well as endorsement from celebrity sightings such as Justin Bieber and Britney Spears, frozen yogurt has become a new trend.

As noted by Joanna, I think it’s a great idea for the company behind the original Yogen Fruz to come up with a new brand as a fresh start in today’s competitive market. Yogurty’s Froyo will be able to keep up with the new “self-serve” model set by other yogurt shops. With regards to brand positioning, Yogurty’s must establish itself not just as another frozen yogurt shop, but it must distinguish itself from other leading brands. Currently, with frozen yogurt still on the rise, there is yet to be a clear brand leader. Pinkberry, Menchie’s, Qoola, and now Yogurty’s Froyo are all very similar and are all fighting for the top brand position in the consumer’s mind. Which one will come out on top? It’s going to be a fierce battle.