Can Yogen Fruz Gain a U.S. Following?

The Canadian frozen yogurt franchisor is focusing its pitch on existing independent business owners or franchisees in struggling chains

In 1986, when entrepreneurs Aaron and Michael Serruya were twentysomethings, they opened their first Yogen Fruz store, in Toronto. Today, the brothers have more than 1,000 locations around the world. With American tastes changing and tangy&mdas;has opposed to sugary—frozen yogurt becoming popular, the Serruyas are planning to push into the U.S., starting with Chicago. Aaron Serruya spoke to Smart Answers columnist Karen E. Klein about his strategy of entering a crowded franchise market by targeting existing small business owners. Edited excerpts of their conversation follow.

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