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I Can't Believe It's Yogurt is acquired

Published on .

Yogen-Fruz World-Wide, a frozen yogurt company based in Toronto, has acquired I Can't Believe It's Yogurt and ICBIY's parent company, Brice Foods, Dallas, for $10 million. The deal will boost Yogen-Fruz's outlets in 69 countries from 1,002 to 2,509 and puts Yogen-Fruz in second place among frozen yogurt marketers in the U.S., behind The Country's Best Yogurt (TCBY).

Brothers Aaron and Michael Serruya founded Yogen-Fruz 10 years ago with kiosks in Canadian shopping malls. It subsequently expanded the chain into U.S. malls and main street locations.

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