Sweet Frog frozen yogurt coming to Danville

A Sweet Frog premium frozen yogurt shop plans to open in Coleman Marketplace by Wood’s Menswear in July.

Sweet Frog’s tasty flavors, bright design and self-serve concept quickly became popular across Virginia and North Carolina after the first store opened in Richmond two years ago.

Danville native Tyler Lee and Trey Falwell, who both studied business at Liberty University, partnered to open a franchise in Danville after they saw the exploding popularity of the Sweet Frog in Lynchburg, which opened in December.

“We really wanted to share the concept with Danville and let the people of Danville enjoy it, too,” Falwell said.

The family-friendly hangout will offer 16 different flavors at a given time and 50 different toppings, like brownie bits or strawberries. The franchise can order from about 70 flavors, so the shop will switch up the flavors, like cake batter or New York cheesecake.

The all-natural yogurt bar is made fresh daily. The shop offers a healthier option with non-fat and non-sugar-added flavors.

The fun part is customers can concoct their own treats, adding as little or as much frozen yogurt and toppings as they want. The shop charges 39 cents per ounce.

“You can do whatever you want, whatever you can dream of,” Lee said. “ … You can mix and match different things. There are hundreds of different ways you can make your yogurt.”

The 1,700-square-foot shop will seat between 40 and 50 people inside and 25 outside at tables and benches.

Lee, 23, and Falwell, 21, chose Coleman Marketplace because they saw the location as the heart of the city where people would want to congregate.

“We’re hoping it does well,” Falwell said.

For Falwell, son of Liberty University Chancellor Jerry Falwell Jr., the venture allows him to get out into the business world after graduating in May. Lee graduated last year.

Both Falwell and Lee gained business experience through work at Liberty and trained at the Sweet Frog in Lynchburg.

“People are always looking for the next fun and exciting thing, and people love to eat out in Danville,” said Lee, who has family in the area. “I felt like this was something Danville needed.”

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For more information, like “Danville Sweet Frog” on Facebook or visit www.sweet-frog.com. Look for the grand opening soon.