Less than 24 hours after I published a post about güd products from Burt’s Bees, I spotted two more brand names with umlaut-spangled, smiley-face U’s.
Füd—it’s pronounced “fōōd,” the website helpfully offers—is a vegan restaurant in that cradle of carnivorism, Kansas City. “The mentality of the Midwest is, green is garnish,” owner Heidi Van Pelt-Belle told A.G. Sulzberger of the New York Times.
The umlaut is garnish, too.
Then there’s Yogen Früz, which opened in Toronto in 1986 and now has 1,200 fro-yo “retail concepts” around the world.
In the AMC Metreon 15, San Francisco.
If you see an echo in Yogen Früz of fellow frozen-dessert purveyors Häagen-Dazs and Frusen Glädjé, it’s probably not coincidental. All three brands employ gratuitous accent marks; in the case of Frusen Glädjé (which has been defunct for almost 20 years), the superfluous mark is the acute accent.
Yogen Früz takes that smiley U very seriously: it’s always depicted in a contrasting color, and it often stands in for “you.”
The company has created a “ucard,” possibly for frequent fro-yoers. Hard to say exactly.
The “Yületide” promotions were cute-bordering-on-cloying.
The latest twist: “Ü Serve” locations that let you “explore your inner ‘Yogurtista’.”
Enough already! I’m füll.