In an exclusive conversation with Food, Drink & Innovations, Sangeeta Nagar, Director, smöoy India, discusses the brand’s strategy for strengthening its presence in India’s evolving premium frozen-dessert market. She highlights Smöoy’s proposition of “functional indulgence”, combining low-fat, high-fibre and gluten-free frozen yogurt with protein-rich options and personalised serving formats. Nagar also explains how careful formulation, ingredient selection, temperature control, pasteurisation and stringent quality processes help maintain consistency, taste and texture across outlets.
The conversation further explores how Smöoy is adapting its international concept to Indian consumer preferences through localised flavours, toppings and dessert formats while retaining its core identity. Nagar highlights the growing demand for healthier indulgence, particularly among younger consumers, and identifies opportunities around protein, fibre, prebiotics, lower-sugar and plant-based offerings. She also outlines the company’s expansion plans across standalone outlets, kiosks and food trucks, alongside continued product innovation aimed at establishing premium frozen desserts around quality, functionality and personalisation.
Q : Smöoy has built a distinctive position in the global frozen-yogurt market. What is the brand’s proposition for India, and what opportunities do you see in the country’s evolving premium dessert segment?
SN : Our proposition for India is based on the idea of functional indulgence. We are offering consumers a high-end dessert experience which also connects with their changing needs in regard to their health. Smöoy has over 15 years of experience in frozen yogurt markets abroad, but we found India to be very interesting with all of its opportunities. Combining our low-fat, high-fiber and gluten-free positioning with the protein products and customisable formats, we find ourselves in a unique place between indulgence and something healthier.
The premium market of desserts in India is turning into an experience-driven one. Nowadays, consumers are open to products providing quality and personalisation as well as some uniqueness. We think that frozen yogurt has good prospects in this respect, especially among urban young people and those taking care of their health.
Q : Smöoy’s frozen yogurt is positioned as low-fat, high-fibre, and gluten-free. What formulation and ingredient choices help achieve this nutritional profile without compromising taste and texture?
SN : It is vital that healthy eating does not interfere with the enjoyment of your dessert. Therefore, we have come up with a recipe, which preserves the creamy, full body, and smooth mouthfeel preference of ice cream lovers.
The recipe contains a low-fat yogurt base so that milk solids, together with our functional components, can create the required structure and mouthfeel. For instance, soluble fibre provides a nice creaminess without the grittiness of the product. The levels of acidity, sweetness, and freezing conditions should also be controlled; otherwise, the failure to maintain the levels of fat may spoil both flavour and texture of the product.
We believe that one should eat healthily but deliciously!
Q : Freshness and consistency are critical in frozen desserts. What processes and quality controls does Smöoy follow to maintain product quality across its outlets?
SN : When it comes to consistency, Smöoy is ahead of the game. Smöoy is a manufacturer, so we have optimal control of all ingredients and production processes. Our R&D and quality teams are also involved in the constant pursuit of process refinement, innovation, and development of new products.
To guarantee a consistent quality of the final consumer product, we apply various measures like strict sourcing policies, conducting supplier audits, and controlling the temperature during preparation. We pasteurise milk and yogurt before the quality control checks take place in order to avoid deterioration of product characteristics.
Q : Indian consumers have diverse taste preferences. How is Smöoy adapting its flavours, toppings, and product offerings to suit local preferences while retaining its international identity?
SN : We believe that localisation will enhance our global persona rather than diminish it. The main elements of Smöoy’s concept remain unchanged: frozen yogurt, distinctive cones, protein choices, and personalisation with toppings. However, we know that India is a market in which familiarity is important. Clients are keen to try something new but often insist on something they associate with it. This opens opportunities for more exotic fruits, regional spices, and trendy toppings. The larger portfolio of waffles, crêpes, and desserts enables consumers to contact us more effectively.
Q : Personalisation is a key part of the Smöoy experience. How important are customisation and interactive consumption occasions in attracting today’s younger dessert consumers?
SN : The Smöoy experience is focused on customisation because it changes something that people simply order into something that they create. They can select the type of frozen yogurt to start with and add their own fruits, chocolates, sauces, nuts, and toppings.
Young customers, in particular, value this sense of participation. More and more, it is about not just dessert itself but about the experience of eating it, expressing oneself, and sharing the moment with others. Customised creations definitely come from within and are easier to share because they reflect the preferences of the customer.
Personalisation, in our opinion, can’t be considered just a decorative option. It’s one of the important factors in raising engagement, increasing frequency of visits, and establishing relationships with customers.
Q : The demand for healthier indulgence is growing in India’s dessert market. What consumer trends are you observing, and where do you see the biggest opportunities for functional frozen desserts?
SN : In the present day, there is a distinct movement away from the notion that consumers must sacrifice health in favour of indulgence. Instead, today’s consumers are looking for products that offer both taste and nutrition. While taste is still critical, elements like protein, lower sugar, fibre, prebiotics, and plant-based options are gaining relevance in consumer decisions.
In functional frozen desserts, there are viable options for protein-based products, flavours that come from different regions, with functionally enhanced constituents, and convenient placement. The blend of familiarity and function provides great potential in the Indian landscape. When consumers come across goods with taste they are already familiar with, in addition to health benefits, it may cause great excitement.
There is also significant potential beyond the metros as cold-chain and modern retail infrastructure develops. The opportunity is to make functional indulgence feel less like a niche wellness product and more like an enjoyable part of everyday life.
Q : As Smöoy expands across India, what are the company’s priorities for outlet expansion, product innovation, and building a strong premium frozen-dessert market presence?
SN : For us, it is imperative to establish India as a long-term marketplace for Smöoy instead of regarding it as just another place to open a single shop. We believe that through various formats, like standalone outlets, kiosks, and food trucks, we can implement a business model which is able to cope with the needs of different sites and consumer markets.
In the product area, we will keep doing our best to create a stronger line of functional frozen yoghurt, including our own trendy cones and protein products, while investigating flavours and formats that Indian people appreciate.
In the end, we want to establish a category of premium frozen desserts that is based on quality, function, and personalisation. The Indian adventure adds many new opportunities to Smöoy’s international activities, and it will let us develop together with consumers and offer them more than just another dessert – something exciting.
