Yellow-striped cups, strawberry-print uniforms, endless toppings on froyo — sounds familiar?
If you grew up during the 2010s, you’d probably remember Sogurt, which pioneered the self-serve frozen yoghurt concept in Singapore.
After closing their last outlet in 2022, the homegrown froyo brand is making a comeback, founder Lee Li Ping told AsiaOne on Wednesday (Oct 14).
The new outlet is slated to open at One Holland Village in December with a 102-seater pet-friendly space.
For its comeback, Sogurt has undergone a full rebrand and spent months in R&D to reformulate its recipes, the froyo chain said in a statement on Wednesday.
Customers can now expect tart recipes made with real Greek yoghurt, and fruit flavours with real fruit purees and no artificial preservatives. Select flavours, including its Original Greek Tart will also be higher in protein.
At the new flagship outlet, customers can choose from up to 10 rotating froyo and soft-serve flavours at a time.
These include returning favourites such as Peach Mango Tart, OG Green Apple Tart, Strawberry Tart and OG Chocolate, as well as new introductions such as Matcha and Black Sesame.
Vegan options, including Pink Guava Sorbet and Acai, are also available.
The new outlet also features a dedicated toppings station, where customers can mix and match ingredients to create their own bowl.
Toppings options include passionfruit and grape popping boba, Biscoff crumble, salted caramel pretzel crunch, chewy mini mochi, crunchy pistachio kunafa, fresh fruit and popping candy.
Those who like sauces on their froyo can also finish it off with salted caramel or warm chocolate from a tap.
Fans can also look forward to seasonal flavours, limited-edition toppings and collaborations with homegrown brands, chefs, bakers and creators.
Aside from froyo, merchandise such as bag charms and tote bags will also be available.
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Hinted at reopening
Sogurt started dropping hints about its return about a month ago.
In a social media video in September, Li Ping posted a tribute to Sogirls, the staff behind Sogurt’s counters back then.
“For the first time in a very long time, we are looking for Sogirls again,” she said, adding that the brand is now recruiting Sobros as well.
Li Ping first started Sogurt 16 years ago, when she was just 22 years old.
The first outlet opened along Bukit Timah Road in 2010, making it the first in Singapore to offer a self-serve frozen yoghurt concept.
Back then, the concept of building your own bowl — from swirling your own frozen yoghurt to adding your own toppings — was new to many.
The launch drew massive crowds, comprising mostly students. The business broke even within six months of opening, Li Ping said in a 2021 Dollars&Sense interview.
Following the success of its first outlet, Sogurt quickly expanded — opening two new branches within a year at United Square and Nex.
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At its peak, the froyo chain operated 15 outlets.
But in 2015, Sogurt downsized to a single flagship cafe — Kara Cafe and Dessert Bar, located at its Bukit Timah outlet.
The business stared selling its products on e-commerce platforms in 2017.
Its flagship store closed down in 2022, marking the end of Sogurt’s physical retail presence as it continued to sell its products online and in some supermarkets.
Renewed interest in froyo
But what inspired Li Ping to bring Sogurt back at this juncture?
Speaking to AsiaOne, the 38-year-old said it is because of the changes she observed in consumer habits.
“Over the past year, I’ve been paying close attention to the renewed interest in frozen yoghurt around the world,” she told us, adding that people have increasingly started looking for little everyday treats while becoming more conscious about what they eat.
The younger generations are also seeking social spaces beyond bars and nightlife, she pointed out.
“Seeing these shifts made me think seriously about bringing Sogurt back. But I didn’t want to reopen simply because frozen yoghurt was becoming popular again. I wanted to be sure we had something fresh and meaningful to offer, especially in a market where consumers have so many choices.”
According to Li Ping, she spent months revisiting the brand’s recipes, menu offerings, brand identity and the kind of experience she wanted to create before deciding she was ready to bring Sogurt back.
But beyond the froyo, the owner said she was “most excited” about building a space where people can genuinely enjoy spending their time.
This means opening up their new space to creative collaborations, music, art, entertainment and experiences that go well beyond the frozen treat, including live DJs, unexpected pop-ups, collaborations with local creatives and community gatherings.
“We want everything we introduce to feel authentic to Sogurt and give people new reasons to keep coming back,” Li Ping said.
“Ultimately, I hope Sogurt becomes more than a froyo brand. I want it to be a place people feel connected to, where they can express themselves, make memories and feel a sense of belonging. A place they feel is theirs.”
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carol.ong@asiaone.com
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