Frozen yoghurt supplier Yog has signed a major franchise with Odeon cinemas which will see it join Costa Coffee and Ben & Jerry’s in cinema foyers, The Grocer can exclusively reveal.

Yog already has six of its own retail stores, the latest of which opened in Brighton in June last year.

Yog co-founder Rebecca McGuire said Yog was thrilled to have been chosen exclusively by Odeon Cinemas . “It’s a great opportunity for us. It propels the Yog brand across the UK and into Ireland.”

The first Odeon Yog counter will open in Greenwich within the next six to eight weeks and others will follow.

The franchise is the next phase in the company’s growth strategy, which saw it gain listings in Wholefoods and Waitrose last Autumn.

For more on Yog’s rise to the top, see our Spotlight in this week’s edition of The Grocer, p42.