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Tart and Sweet: Froyoworld Opens in Main Street Market

The frozen yogurt-lovers' Nirvana introduces its funky retro dessert bar to Middletown.

FroyoWorld Middletown
FroyoWorld Middletown

The space once occupied by a Tibetan clothing shop has been transformed into a Mecca for frozen yogurt devotees who already flock to the turquoise-and-fuchsia-themed soda shop-style FroyoWorld in New Haven, North Haven, Westport and Hamden.

FroyoWorld Middletown sits front and center at the Main Street Market pedestrian mall, facing the

Susan Santoro, who owns the franchise with her husband and Joe and Cathy Thomas, says she did her market research and Middletown as a location for the next FroyoWorld "came out on top." She considers it an "up-and-coming town" with great demographics — two colleges, the hospital and a vibrant downtown.

Always a yogurt eater, Santoro says she tasted frozen yogurt chains from around the country before she settled on Froyo because it has "no aftertaste," often a complaint of frozen yogurt fans.

The six machines at the "soft opening" Aug. 23, each with three spouts for customers to choose either flavor or a blend of the two, featured cake batter and coffee; nutter butter and caramel pretzel; original tart and strawberry tart; chocolate and vanilla; and mango tango and coconut sorbet for the lactose-intolerant.

"Almost all the flavors are gluten-free," Santoro says.

There's free wifi and two iPad stations for folks to take photographs and upload them to Twitter and Facebook.

Middletown FroyoWorld is open Monday to Wednesday, 10 a.m. to 10 p.m., and Thursday to Sunday, 10 a.m. to 11 p.m. The grand opening is Sept. 15.

Soon, Mystic, Middlebury and Storrs will have FroyoWorlds, too.

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