Yogurtology, a self-serve frozen yogurt chain, this spring will be taking over the Wellesley Square space where White Mountain Creamery operated for years until it melted down this past October.
Unlike the decidedly “olde fashioned” White Mountain, Yogurtology is a modern marketing-driven business begun in 2008 that is big on social media, nutrition facts, giving back to the community and of course, cutesy names (syrups are Sloppings, stuff you stick at the bottom of your yogurt are Bottomings, and special flavors are “Premiyum”).
Yogurtology rotates a dozen or so of its more than 100 flavors in stores each week. Flavors include Bananarama, Acai Sangria Tart, Buttery Macadamia Nut and Green Frusion (I detect some broccoli on the menu photo on Yogurtology’s website). Perhaps they could add a “Dirty Snow” dish, inspired by this photo of their storefront?
We’ll have to see if the company’s Yum-Mobile rides into town as well.
The spot at 552 Washington St., in Wellesley will be Yogurtology’s first northeast location, with its other 14 shops in Florida and Arizona. So yes, one of its challenges will be to see if people will frequent the place during the cold weather.
Purveyors of frozen treats in town increasingly are leaning less toward ice cream and more toward frozen yogurt (Truly Yogurt, Pinkberry) or even gelato (Whole Foods). Though J.P. Licks and Baskin-Robbins are still more ice cream oriented.
Orange Leaf, another froyo company, was plotting back in 2013 to set up shop in Wellesley, but that hasn’t happened.