Moochi predicts fro-yo boom in Oz over the next 3-5 years
It aims to double store count by 2014.
“We are looking to open another 20 stores by the end of 2014,” says David Bae, CEO and Founder of Moochi, a frozen yogurt franchise launched in 2011 that has since opened in close to 20 locations mainly in New South Wales with pioneer stores in Queensland and Victoria.
Ripe for growth
Bae said the Australian frozen yogurt market is still ripe for growth, what with consumers growing more health conscious as the government and advocacy groups ramp up the fight against obesity. Moochi, with its promise of a real yogurt product as an alternative to ice cream and gelato, is looking to capture a large share of new fro-yo fans.
“It’s still early days for frozen yogurt, but if the American frozen yogurt market is any indication of what can happen in the future, I believe this will be replicated in the Australian market over the next 3 to 5,” says Bae, referring to the frozen yogurt boom seen in the US market where now nearly one in three individuals eats yogurt, doubling consumption over the decade, according to 2013 NPD data.
Bae believes that the Australian growth story will be defined by consumers who will demand for genuinely nutritious yogurt that also tastes fantastic.
“Australians are becoming more health conscious. The diversity of our toppings which range from indulgent chocolates like tim tams and choc chips to fresh cut fruit, also allows the consumer to have an element of control in how many calories they in-take while still treating themselves to a satisfying dessert,” says Bae.
Fresh ingredients
Moochi plans to set itself apart from other frozen yogurt brands by using fresh ingredients and focusing on quality production that allows the brand to serve truly nutritious desserts – a difference that it hopes discerning fro-yo lovers will patronize.
“People seem to think that all frozen yogurt products are homogenous but our product has a distinct creamer and tangier profile, simply because we add fresh milk and real yogurt to our product. The fresh ingredients produce a unique and authentic yogurt flavour that you can’t replicate without using real ingredients,” says Bae.
“There seems to be a perception that frozen yogurt is like a soft serve or just another dessert but we didn’t want to compromise the nutritional benefits of eating real yogurt. Our frozen yogurt has been tested to be classified as a pure yogurt product due to the right amounts of acidity, protein, calcium and live and active cultures,” he adds.
Calorie and sugar reduction
As Moochi prepares to serve a rising number of Australians who care about what they eat, Bae notes that the company is working actively to reduce the calorie and sugar levels in its products while still maintaining the rich and cream flavour that make them delicious to eat.
Moochi is also innovating in the areas of catering and packaging.
“We are looking into commercially viable ways to provide catering without compromising the quality of the end product. In terms of packaging, we would like to convert to environmentally friendly packaging and our first step has been to introduce insulated take home bags for customers instead of using plastic bags,” shares Bae.
All these product innovations build on the Moochi vision of becoming the preferred frozen yogurt brand in Australia.
“Moochi was established with the vision to provide consumers with a guilt-free treat that can be consumed all year round. The brand is about providing more than just another dessert alternative but also giving the customer a fun and engaging experience,” says Bae.
