Dish Up Your Own Frozen Treat at Fruitberry's

Himanshu Shah says he’s created a new retail concept, at least to the North Shore area, in one popular healthier ice cream alternative – a self-serve frozen yogurt bar.

No doubt many a recent college grad fondly remembers the days of eating a “froyo” in the school dining hall, well Fruitberry Frozen Yogurt goes well beyond chocolate, strawberry or vanilla with nuts and sprinkles.

Shah, the proprietor of Fruitberry’s, which opened at the on Nov. 21, says the eatery boasts four frozen yogurt machines with eight flavors and four “twist” flavors, and if that’s not enough, there are more than 30 toppings to choose from: fresh fruits, chocolates, brownies and various candies.

“The number of combinations [is] endless,” Shah said.

He also pointed to some of the reasons that drive frozen yogurt fans to their sweet treat of choice as opposed to just grabbing a carton or cone of ice cream; things such as probiotics, active cultures, low fat, protein and no high fructose corn syrup, depending on the brand you eat.

“Customers that know about this concept are not just happy, they are thrilled that we have opened up, since there is nothing like it near by,” Shah said. “Many people are skeptical until they sample the frozen yogurt. These people quickly become repeat customers.”

It hasn’t even been two weeks, but a loyal following is already starting to form, according to Shah.

Other similar “froyo” bars have opened up in recent years around Boston, but north of the city, the closest to Peabody looks to be in Andover. That company, which has 111 locations open nationwide with another 75 to come, says shops in Newburyport and Salem are coming soon. The Salem location will be at 76 Lafayette St.

Here’s how the frozen yogurt bar works.

“The customer picks up a cup, fills it with their selection of frozen yogurt(s) and topping(s) and puts it on a scale. The cost is simply 49 cents per ounce,” Shah said, which brings the average cup to about $3.50.

The Fruitberry Frozen Yogurt bar is located next to Macy's Men's and Furniture and Mrs. Fields Cafe & Bakery in the mall. The hours are Monday to Saturday, 10 a.m. – 9 p.m. and noon – 6 p.m. on Sunday. You can also find Fruitberry on Facebook. A website at myfruitberry.com is under construction.