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.
And in the language of LOLcats, "food" is rendered as "fud" - no umlaut, though.
Posted by: Mark Gunnion | January 12, 2012 at 11:43 AM
And I'm about to UpchUck. Sorry. Couldn't figure out how to put the two umlauts in that word.
Posted by: Sharon | January 13, 2012 at 01:02 AM
Wait, though - Fud = “fōōd,”?!
Did they take the same phonics classes I did in the first grade? The long - ō - says its name, yes? So, it's pronounced /fohd/?
Posted by: tanita | January 13, 2012 at 03:02 AM
Interesting too how in the other two examples you cite, the companies also use a contrasting color for the "ü". I guess it's to highlight the smiley face aspect.
Posted by: Henry | January 13, 2012 at 07:18 AM
Here's what the internet is for - an incredible Wikipedia entry about the "Heavy Metal Umlaut":
Posted by: Mark Gunnion | January 13, 2012 at 11:53 AM