Have you heard? There’s a newish froyo brand in Singapore.
This one, Frozen By A Thousand Blessings, comes to us from Melbourne, Australia. Like Llaollao, this Australian chain is very lifestyle-oriented, and markets itself as a self-serve frozen yogurt bar. It offers a series of collectibles, in the form of nutrition cards, to assure you that what you’re eating is natural. Most of it comprises of words that only a nutritionist might understand, but Frozen By A Thousand Blessings only attempts to explain what’s “stevia”, a key ingredient that attempts to separate Frozen By A Thousand Blessings from the other froyo names.
In recent times, stevia has been marketed as a “super food” alternative for sugar – all of the sweetness, without any of the calories, allegedly. Indeed, it has seen use with food and beverage brands like Coca Cola and Pepsi incorporating the sugar substitute in an effort to market their products as healthier. It’s inconclusive, though, as a recent study from Weizmann Institute of Science discovered that diet soda drinkers are more likely to be overweight than regular soda drinkers, pointing to the risk that artificial sweeteners may bring.
I suppose, the point from all of it is this: healthy living comes from eating in moderation, not abstaining from some things and embracing others entirely.
Anyways, Frozen By A Thousand Blessings offers six base flavors: pomegranate, green tea, mango and soy, natural, chocolate and coconut. Like the original froyo concept, it’s charged by weight. If you’d like to express your creativity in color, you can, with some of the heaviest and most weight deceiving selections you’ll ever find at a yogurt bar: cakes, chocolate brownies, nuts, full-bodied diced fruits and rich, thick caramel sauces…watch the scales, because it’s SGD 3.80 for every 100g increase.
Supermarkets don’t sell chocolate flavored yogurt, and for good reason, and while green tea works well with just about everything from Kit-Kat to cakes, yogurt is certainly the one exception. You’ll do fine with the fruit-based flavors. Those who crave the ice-cold rich milkiness of Bangkok’s Chatuchak Market’s coconut ice cream, will find solace here with the coconut base. Just leave the calorie counter at home, I’d say.
In spite of the decent concept, I just don’t fancy Frozen By A Thousand Blessings. Maybe it’s the positioning of it all – the juxtaposition of trying to ride on the bandwagon of gentrification with cafes and ice cream parlors and being hip and cool, and the lack of human connection inherent in the self-serve concept. Or, the name, maybe? What does it even mean? Is it some biblical reference or something, I don’t know. There’s nothing about Frozen By A Thousand Blessings that excites me, nothing that makes me want to come back again. At least, Llaollao serves a very nice ice cream sundae, and Yami Yogurt is in every other mall’s food basement. Frozen? The prices are ridiculous. For that amount of money charged for so little yogurt, I could’ve spent on a sanum in Lllaollao.