Successful Corporate Test of Yovana, Simply Yogurt Leads to Franchisee Support for New Product and the Mantra -- Your Life. Your Yogurt. Your Way.

Select Markets to Test the Refrigerator Style Yogurt Before National Roll Out

SALT LAKE CITY, UT--(Marketwire - Jun 21, 2011) - Thirty years ago, TCBY, the Country's Best Yogurt, left an indelible impression on consumers with the introduction of America's healthy pastime -- family visits to the frozen yogurt parlors which have evolved into modern lounges today, where customers serve themselves the healthy indulgence one swirl at a time. With its recent launch of Super Fro-Yo, TCBY has staked a claim on the industry's healthiest product with unmatched nutritionals.

Committed to all things yogurt, the TCBY research and development team set out to test a chilled, fresh-served yogurt product in its corporate stores in 2010. Yovana, Simply Yogurt was a hit for those seeking a quick breakfast, lunch or snack in the form of fresh yogurt, prepared daily, served in cups and parfaits. Coupled with TCBY's expansive toppings bar, customers are able to choose a yogurt style that serves their different functional needs -- healthy start to the day, post workout, afternoon snack, or evening treat. Franchisees embrace the product because fulfilling new functional needs means extended day-parts.

Working in TCBY's favor is the remarkable growth of the refrigerated yogurt segment, which owns an 86 percent market share of overall yogurt sales. What's driving the growth is exactly what makes Yovana, Simply Yogurt so ideally timed -- premium, probiotic-rich yogurt that is 98 percent fat free and full of calcium, fiber and protein. While it is understood that supermarkets dominate yogurt sales, other segments -- big box, specialty food stores and now retailers -- are gaining consumer adoption because of the pure functional nature of yogurt in the body.

"We knew Yovana, Simply Yogurt was a fantastic product, and the test in Salt Lake City proved it," says Timothy Casey, CEO of TCBY. "Consumer adoption was quick with this product, which isn't surprising given its taste profile and the incredible health benefits it offers. We've always said that TCBY is about healthy indulgence, and as the industry leader and pioneer, our research and development team continues to keep us out in front of the industry while offer us new ways to delight consumers."

Local Market Launch
For the past year, TCBY has tested the Yovana, Simply Yogurt product at its two Salt Lake City corporate locations. After successful sales and consumer acceptance, franchisees are eager to test it in their stores. Beginning in June, customers may visit stores in Little Rock, AR, Harrison, AR, Charlotte, NC and Memphis, TN to taste Yovana, Simply Yogurt. The company plans to launch Yovana, Simply Yogurt nationwide later this year.

Participating Stores

7994 US Highway 64
Bartlett, TN
1708 Union Avenue
Memphis, TN 38104
6515 Poplar Avenue
Memphis, TN
5134 Poplar Avenue
Memphis, TN 38117
2059 South Houston Levee Road
Collierville, TN
11418 West Markham
Little Rock, AR 72211
3445 Poplar Avenue
Memphis, TN
1313 Highway 62 65 North
Harrison, AR 72601-2013
9864 Rea Road
Charlotte, NC 28277

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Media Contact:
Christy Olliff
Trevelino/Keller Communications Group
404-214-0722 Ext. 117