Recently frozen yogurt shops have been popping up all over the United States and Asia. The question arises- How can they effectively differentiate themselves from one another in the eyes of consumers?

Pinkberry and Red Mango tried to stand out using the Korean trend in yogurt presentation and store decoration. Yoghurtland became known for having customers serve themselves and their use of simple pricing. Now Sno:la, a Beverly Hills-based shop, is a new contender with their “eco-friendly” concept.

At Sno:la, all containers are biodegradable and their countertops are crafted from recycled computer chips. According to the owner, Masako Kawashima, the shops are “no plastic” zones. In addition, Sno:la donates 1% of gross proceeds to Slow Food USA, a sustainable farming organization, and 1% of the proceeds from Chocolate Cremita to the United Nations World Food Program.

Obviously, Sno:la is trying to build a green and socially-responsible image. But how can this help win customers?

In recent years consumers place a greater importance on the environment and corporate social responsibility. They are likely to buy a green product even if its quality is the same as a similar non-green product. An eco-friendly image will enhance the brand identity and loyalty for these types of customers. The socially-conscious consumer trend, enhanced by effective branding, should help Sno:la obtain a unique position in the “fro-yo” market.

It appears Sno:la is gaining popularity. They recently opened a shop in Kyoto and plan to expand in Tokyo, Osaka, New York, Paris, Santa Monica, and California. As long as their yogurt tastes as good as it looks, it seems likely they will succeed in this competitive market with their earth-friendly image.