Sweet Frog offers new twist on frozen yogurt


Employee Latesha Stringer shows off treats available and the Brookwood location. Photo by Rachel Stanback.

By Rachel Stanback |

Birmingham residents are no strangers to the frozen yogurt trend sweeping the nation. Now, Sweet Frog is opening in Vestavia and will offer yet another option for the treat. It is the chain’s third location in the area, with stores already open at Brookwood Village and Lee Branch.

One of Sweet Frog’s competitive counterparts, Yogurt Mountain, has four Birmingham-area locations. Christian Crocker, manager of Yogurt Mountain on U.S. Highway 280, said, “The frozen yogurt trend started on the West Coast, and Yogurt Mountain was a pioneer for bringing it east. The frozen yogurt business is really booming here. There’s a huge demand.”

Ardregus Toney, manager of Sweet Frog’s Brookwood and Lee Branch locations, says with so much competition in the area, Sweet Frog will set itself apart with family-friendly values and affordable, fresh products.

Sweet Frog, a national chain based out of Richmond, Va., operates under Christian values. Frog is an acronym for “Fully Rely On God.”

“All religions are welcome in our store, but customers do appreciate the Christian policies of honesty and integrity we operate on,” Toney said.

Affordability and quality are additional factors Sweet Frog hopes will set them apart.

“On average, a cup of our yogurt is 20 cents cheaper than the competition,” Toney said. “It’s made fresh every morning, and our fruit and other toppings are always fresh and great-tasting.”

Whether or not Sweet Frog’s uniqueness will help it succeed in a city with so many frozen yogurt options remains to be seen.

Sweet Frog’s Vestavia location will open Oct. 18 at 1919 Kentucky Avenue.


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