Yogurt Culture

Photo by Rakratchada Torsap, freedigitalphotos.net

Photo by Rakratchada Torsap, freedigitalphotos.net

I’ve been spending a lot of time in yogurt stores lately. You can’t cross the street without bumping into a new one, so they’re kind of hard to avoid. In fact, the last time I was at Yogurt House in the Yogurt City pavilion, construction workers were putting up the walls for a brand new Yogurt Pantry inside. I tried to go home to avoid it, but they were busy installing a Yogurt Heaven between my kitchen and the living room.

They’re scaring all the cupcake stores away.

I hear they’re even chasing Starbucks out in some towns, though thankfully, not in ours-at least not yet. But it only takes a short stroll down State Street to see froyo fans of all fashions digging their pink and green plastic spoons deep into quadruple latte sized paper cups. Clearly frozen yogurt has regained its cool.

The Restaurant Guy” John Dickson attributes the yogurt store invasion to the huge success of Pinkberry, a tarter and tangier version of the frozen treat, which first came to California in 2005 and opened in Santa Barbara in January.

There’s no doubt that the popularity of tart, healthier tasting yogurt has spurred some new business, but I have some theories of my own about this new yogurt culture.

Theory 1: People like frozen yogurt because it’s a treat masquerading as health food.

Yogurt stores throw around buzz words like “organic” and “probiotic” and “active cultures,” but let’s face it, the real selling points for most of us are the toppings, which give us the chance to eat Captain Crunch, Heath Bars and Reese’s Peanut Butter Cups and still feel like we’re being virtuous.

Conclusion: Or maybe that’s just me.

Theory 2: It’s all about self-service.

While not all of these new stores let customers serve themselves, a lot of them do. There’s something decadent about being able to fill your cup to your heart’s content with flavor combinations you would never order over the counter.

Conclusion: Peanut butter, root beer, and cheesecake anyone?

Theory 3: You can tell a lot about someone by watching them fill up a cup of frozen yogurt.

My nine-year-old son likes to add things like gummy worms and Froot Loops to his yogurt; really anything that leaves candy colored streaks in his chocolate flavored yogurt is yummy in his book and disgusting in mine. He also likes to stir it to milkshake consistency, at which point he decides it tastes bad and he wants a new one.

Conclusion: Little boys like to make a mess, and if they can gross their moms out at the same time it’s even better.

Little girls tend to pick their topping and yogurt combinations by color. They like to combine multiple flavors with a variety of toppings, especially sprinkles, M & M’s and jimmies.

Conclusion: Little girls like to accessorize.

I’ve noticed that teenage boys also fail to note the delicate differences between fruity sweets (which are a waste of calories to me) and actual sweets. They like to layer the yogurt and the toppings parfait style, and are not at all concerned with food faux pas like mixing Irish Mint yogurt with Nerds, Cappuccino with Kiwi Lime Sauce or even Cookies and Cream with Ketchup.

Conclusion: Teenage boys will eat anything.

Teenage girls tend to be yogurt purists. They know what they want, since they frequent yogurt stores almost as frequently as they text. In general, they stick with fruity flavors like mango or strawberry topped by actual fruit or granola, or go for the gusto with Cheesecake yogurt and brownie bites or Chocolate Decadence and Carmel sauce.

Conclusion: Teenage girls know everything, so of course they know exactly what they want.

Their moms are the same way. It seems there’s no middle ground when it comes to frozen yogurt, it’s either healthy or diabetic coma inducing.

Conclusion: Moms are good decision makers.

Hmm … should we go to Yogurtland or Yo Yum Yum this afternoon? Clearly this frozen yogurt trend is not going to be melting anytime soon.

Share your favorite yogurt combinations with Leslie@LeslieDinaberg.com. For more columns visit www.LeslieDinaberg.com. Originally published in the Santa Barbara Daily Sound on July 17, 2009.

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