International Franchise Corporation, the company behind the well-known Canadian frozen yogurt brand Yogen Fruz, has started a new brand, Yogurty’s Froyo. Why has the company’s marketing team decide to come up with an entirely new brand name when Yogen Fruz has already been established? Aaron Serruya, chief executive officer of International Franchise Corporation, feels the name Yogen Fruz “[is] so embedded in people’s minds as the company that blended the fruit,” the perception is a disadvantage. With the fast-growing demand for low-fat soft serve frozen yogurt, Yogurty’s Froyo needed to be created in order to compete at the same level as other frozen yogurt chains, such as Menchie’s. As noted in “Positioning” by Al Ries and Jack Trout, “It often is easier and cheaper to introduce a new brand rather than change the positioning of an existing brand.” Yogen Fruz will still have a presence in places like shopping malls, while Yogurty’s will hopefully find success by targeting new and perhaps younger consumers and become known as a street brand.