Frozen yoghurt venture hopes to Hugg its way into city's heart

A frozen yoghurt outlet soon to open in Exeter aims to become a flagship Westcountry brand and revolutionise the image of the charity shop.

Hugg is currently being fitted out at a prime location in the city's Princesshay, ahead of an anticipated Bank Holiday weekend opening at the end of this month.

Selling a low-fat alternative to traditional ice cream, frozen yoghurt outlets have already become en vogue in London, a trend imported from the US and Australia.

The team behind Hugg is so convinced that the venture will become a success, that a second Exeter location is already being considered along with further South West locations, including Bristol and Bath.

Yet profits not ploughed back into the business will not benefit a local entrepreneur, but will instead create opportunities for hundreds of jobless in the Westcountry.

The driver behind Hugg is Bideford-based social enterprise TTS (Torridge Training Services), which provides training schemes and business start up back up to the region's long-term unemployed, lone parents, clients with disabilities and youngsters not in education or employment.

"We want to raise awareness that charitable enterprises are not just secondhand clothes shops," said Howard Cobb, the marketing executive brought in by TTS to develop the Hugg brand and establish the outlet.

The store is currently recruiting five full and part-time staff: "If it is a success we will be looking to open another in Exeter as soon as we can," said Mr Cobb.

"We realised that frozen yoghurt outlets were growing very quickly in London and nowhere else in the UK. We aim to establish in the Westcountry and spread outwards. Frozen yoghurt is really taking off, because it is healthier than ice cream and lower in fat."

Yoghurts will be served with fresh fruit in pots as take-out options, with the Princesshay outlet also providing eat-in and alfresco seating options.

"The Princesshay appeal is very widespread," added Mr Cobb. "There is big office worker appeal, shoppers, children and older people, with the nearby university and colleges."

Hugg's "prime offering" will also include coffee and tea, with the aim of securing a change of use license to additional serve warmer foods alongside seasonal frozen yoghurts — in colder months.

TTS chief executive Brett Parker added: "We hope to add something to the expanding al-fresco atmosphere of Bedford Square. It is also exciting to be contributing something so new and novel to an old city."

Wayne Pearce, Princesshay Centre director said: "We are delighted that Hugg are opening their first ever store in Princesshay."