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Froyo sector heating up

Recently major companies have directed capital toward the self serve frozen yogurt market. Why? First, the model is built around self serve whereby the consumer chooses their yogurt and their own toppings. TCBY, Cold Stone, Pinkberry, U-Swirl (healthy fast, Rocky Mountain, Red Mango and Yogurtini are a few of the names developing their brands across the country.I will breakdown the Froyo market over the next few weeks so check back to read my research. It's a very hot sector with all the above directing capital to this sector.