Hot profits from cool yogurt biz
Having tasted success domestically, ‘Berrylite’ a Singapore based frozen yogurt retailer is seeking international expansion. In an interaction, Marc Ng, President and CEO, Berrylite Pte Ltd shares brand’s global aspirations.
Namita Bhagat (NB): What is ‘Berrylite’ all about?
Marc Ng (MN): Singapore-headquartered frozen yogurt retailer ‘Berrylite’ was founded in 2008. It is a fast-growing all-natural fat-free frozen yogurt lifestyle concept. All frozen yogurt are made in USA in a dairy manufacturing facility that has been certified by the US Food and Drug Administration (FDA). We have developed more than 50 flavours of frozen yogurt like Green Tea, Dark Chocolate, pistachio etc which are made available four at a time in the store on a rotational basis. This ensures variety and interest to the customers. To add on to the healthiness, Berrylite boosts the yogurt concept with the most fresh fruit toppings in Singapore. The fruits are cut fresh daily at each store, and never frozen.
NB: What is the USP of the brand?
MN: Taste is the difference! We are the only frozen yogurt brand that sells 100 percent authentic frozen yogurt which is not made from powder unlike the powered-based products used by competitors which results in typical loss of live and active cultures during the dehydration process. The yogurt mixes are shipped in liquid form, so they are able to retain all the live and active cultures, which is essential to support a healthy immune and digestive system. Because of the high level of live and active cultures, the National Yogurt Association, USA has certified our products for containing more than 10 million of live and active cultures per gram. Therefore, Berrylite frozen yogurt is highly beneficial for health.
NB: What are the inspiring factors for opting franchise expansion model for the brand?
MN: We are passionate to educate customers about the authentic frozen yogurt. The customers too are choosing what is good for them. We started franchising in 2011. Berrylite is currently on an aggressive local and international franchise expansion mode with ample requests from interested franchisees.
NB: How many owned locations and /or franchisees do you have at present?
MN: We have 10 stores in Singapore and four are franchised.
NB: The brand is mulling foray in the Middle East. What factors did you consider for expansion in the Middle East?
MN: Berrylite does not have presence in the Middle East as yet. But we are looking for master franchisees to grow the brand’s presence into the market. The main factors for considering expansion in the region include; the hot weather in the Middle East which is suitable for our kind of frozen yogurt concept, the educated and health conscious population and high disposable income groups.
NB: Which consumer segment is targeted by the brand and what are the products offered?
MN: Berrylite frozen yogurt has established itself in the segment for its target audience from 18 to 35 years, and all health conscience customers in Singapore. Majority of the target customers are ladies, but it is also a following of fans from children, men and seniors. Our product offerings include; 100 percent fat-free American frozen yogurt, fresh fruit yogurt drink and American waffles.
NB: What are the franchise facts for Middle East market? What kind of training and support is given to the franchisee?
MN: We need an area of about 100 - 400 sq.ft for each store. For the franchisee’s training and support, everything is provided that is needed to run a successful Berrylite store.
NB: How would you handle competition from other brands in the region?
MN: Towards the competition, we will win them by the taste, the nutrition facts and quality of the yogurt. The outlook for this region is good because as the society get more educated and health conscience, the population will seek more food that is healthier.
