Sogurt, the homegrown self-serve frozen yoghurt brand, will open a new flagship store at One Holland Village in Singapore in December. The opening comes eight years after its last standalone store at The Star Vista closed in 2018.
The new store will seat 102 people and include an alfresco terrace overlooking the pet park at the development. Sogurt said the flagship marks a return to the self-serve froyo format the brand was known for, alongside reformulated recipes and new toppings.
Sogurt was founded in 2010 by Lee Li Ping, who started the brand as a university entrepreneurship project after studying in Los Angeles. The company said its first store, in Bukit Timah, was Singapore’s first fully self-serve frozen yoghurt outlet and broke even within six months. Sogurt grew to 12 stores islandwide at its peak before the brand’s standalone stores closed.
Rebuild behind the scenes
Lee is rebuilding the company around a new operating team covering product, operations, brand and growth, according to Sogurt. The relaunch involved a rebrand with Parable Studio and a period of research and development to reformulate the brand’s recipes.
Lee described what drove the decision to bring the brand back.
“Some of our customers grew up with Sogurt, but the truth is, we grew up with them too. Even after our last store closed, people kept asking when we would come back, and that stayed with me,” said Lee. “Over sixteen years, I’ve realised Sogurt was never really just about frozen yoghurt. Froyo is our medium; joy, participation, and belonging are the point. I want Sogurt to be a place where friends can let loose, laugh too loudly, make a mess of their cups, and forget the pressure outside for a while.”
Product and flavours
Sogurt said its tart recipes are made with real Greek yoghurt, while fruit flavours use real fruit purées without artificial preservatives. Richer flavours use ingredients such as Swiss chocolate and Bronte pistachios, and select flavours including Original Greek Tart and Black Sesame carry higher protein content, according to the company.
The flagship will feature a wall of froyo and soft-serve with a rotating line-up of up to ten flavours at any time, Sogurt said. The line-up includes returning flavours such as Peach Mango Tart, OG Green Apple Tart, Strawberry Tart and OG Chocolate, alongside new additions including Matcha and Black Sesame and vegan options such as Pink Guava Sorbet and Açaí.
Toppings will include passionfruit and grape popping boba, biscoff crumble, salted caramel pretzel crunch, mini mochi and pistachio kunafa, along with fresh fruit and popping candy, the company said. Sogurt said seasonal flavours, limited-edition toppings and collaborations with homegrown brands, chefs, bakers and creators will be introduced through the year.
From 15 October, Sogurt’s hoarding at One Holland Village will feature a peel-and-reveal activation offering flavour and topping reveals, rewards and giveaways ahead of the opening.
