REVIEW: Angelberry, Brighton

by - July 08, 2014

I love frozen yogurt. Anything that I can pass off as a relatively guilt-free treat, I'm all in. And I'm not the only one. The froyo craze is still running hard in the UK, particularly the self-serve, sold by the weight model which is what Angelberry is.

We're still not quite used to the idea of self service in the UK. People look awkward trying to do it. I like it though, and the set up here is quite basic. Grab a cup, choose your base probiotic froyo flavour(s) from the wall mounted pumps, then head over to the topping station. Then you weigh and pay at the till. All the while trying to retain an element of self-control.

I opted for a mix of plain natural yogurt and superfruit flavours which were as healthy as you can go and topped it with fresh mango, strawberries and blueberries. I don't have a massively sweet tooth so the tang of natural yogurt is particularly appealing and the superfruit flavour was fresh and fruity with the bonus of being sweetened by stevia not sugar.

Although with the eight other flavours, those that do prefer sweet things can knock themselves out with banana, tropical, chocolate or lemon cheesecake base flavours. There were loads of other toppings like cookies, sprinkles, marshmallows, sweets, nuts and chocolates too. I really enjoyed my portion, the fruit toppings were really fresh and exactly what I needed to cool off, felt like a treat and definitely left me wanting to revisit.

As it is sold by the weight, a guide for something like mine would be £3.75 at £1.85 per 100g. I thought that was quite a big portion but the tendency is to cram everything on. Probably not so good for the wallets of people who are a tad uncontrollable around buffets. Mr GF I'm LOOKING AT YOU. Other than that they do a variety of blended yogurt smoothies for £3 and hot drinks.

So all good. the problem? The problem is the bright pink and white brand in the environment of the North Laine. It looks a touch like a children's soft play centre from the outside so they will be attracting a very niche age group of teens and foreign students. And froyo is for everyone! I admit I have walked past due to this but the whole of the froyo sector seems to suffer a little from this saccharine aesthetic. It has that American jolliness which looks great in a US shopping mall, but not so great in the UK, especially away from the high street like this Brighton branch. Maybe it's the contrast with our grey skies?

Only a few of the other froyo brands get it right like Yog which is pretty target generic, mainstream and fresh looking and Snog who went for an edgy and cheeky vibe. I see Samba Swirl are rebranding to be in line with the cooler look of their Camden flagship store - a good move for them. And I loved Brighton's own homegrown store, Lick, which has now closed in favour of a wholesale and retail operation but it always looked at home in the North Laine with the right mix of fun and design the passing demographic craves. Angleberry jars in the environment and the large, bright shop looks out of place next to the bric-a-brac stalls, trendy cafes and indie boutique shops. I think it will have to work really hard to overcome this which is a shame as the product is really good.

Anyway, along with the good froyo, the other plus of this place is it's a great space for buggies and kids (a rarity in the area) and I sure will be treating Baby Foodie soon for a first froyo taste.

Give it a blast.

27 Kensington Gardens
Brighton BN1 4AL

I was invited to review Angelberry.

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