When you think of frozen yogurt it is likely that stores such as traditionally established TCBY, or hip, metro-focused Pink Berry and Red Mango come to mind. Enter Sweet Frog: a relatively new addition to the suburban fro-yo submarket, where it is making a splash and putting itself on the fast track to the top of your list.

<a href="http://www.brandiron.net/wp-content/uploads/2012/05/sweet-frog-13.jpg"><img class="alignleft size-medium wp-image-1756" title="sweet frog 1" src="http://www.brandiron.net/wp-content/uploads/2012/05/sweet-frog-13-300x254.jpg" alt="" width="300" height="254" /></a>Sweet Frog differs from other players in the frozen yogurt game in several ways. At the most basic level, all yogurt products at Sweet Frog are self-serve, which means that the customers dispense their own yogurt from of a typical selection of 16-18 flavors, and add their own toppings from a communal set of choices, many of which are often locally procured. For instance, one of their stores is located near a strawberry farm, and not only does Sweet Frog buy the local farm’s produce, but they actively promote each other as well, providing for a deep level of community engagement and participation not seen with its competition.

Sweet Frog’s success is part of a larger trend of growth and increased popularity within the fro-yo market. Frozen yogurt shops are springing up all over the country, from Orange Leaf in the Midwest, to Yogurtini in the Southwest and Yogurt Mountain in the Southeast. While competition is fierce, it is Sweet Frog’s cheerful, family-oriented atmosphere which really makes it stand out. With its bright colors, cute mascot, and store environment reminiscent of a child’s bedroom, Sweet Frog has positioned itself to provide a counterbalance to the more trendy chains. And seeing how plans are in the concept phase for both a Sweet Frog themed TV show and entertainment complex, it’s likely that the fun won’t stop with frozen treats.

Through their commitment to providing a family environment, Sweet Frog has been able to cater to a relatively underexploited suburban niche in a category that has increasingly been characterized by more upscale, urban yogurt shops marketed towards adults. For founder Derek Cha, it’s paid off, with over 60 stores being opened in just the past three years alone, and plans to raise that number to over 200 by the year’s end. So regardless of whether or not a kid-friendly, self-serve shop is your cup of yogurt, one thing is certain, Sweet Frogs are swarming suburbia.