Smoothie pioneers roll out self-serve yogurt concept

Self-serve frozen yogurt, or “fro-yo” if you’re in a hurry, is big in California, Florida and other forward-looking markets around the country. In Brownsville, Alejandra and Ernesto Escudero are bringing the trend home with their latest incarnation of Umix, a business they first started almost 12 years ago on South Padre Island.

The original Umix concentrated on healthy foods — fruit smoothies, juices, salads, sandwiches and fancy coffee drinks. Back then, the concept was unique for the region, Ernesto said.

The business did well during the summer, though the slow season was rough.

In 1999 the Escuderos moved operations to their current location in Brownsville, 1805 E. Ruben Torres Blvd., next to Blockbuster and across the street from H-E-B.

In January the couple rolled out the re-imagined, remodeled Umix. The fruit smoothies, fruit parfaits and coffee drinks are still there, but self-serve fro-yo is now the main draw.

The customer grabs a cup, fills it from one or more of the yogurt dispensers built into one wall, and tops it according to whim.

There are 10 flavors of yogurt — the basics plus a rotating selection of exotic flavors — and more than 60 toppings available.

The customer pays according to the weight of the finished product. With the move to self-serve, the name “Umix” makes more sense than ever, Ernesto said, adding that “we are pioneers in the Lower Rio Grande Valley with this concept.”

Umix uses no artificial flavorings, he said, and its yogurts and smoothies are made with real fruit.

To complement the coffee drinks and just to be different, Umix has also begun offering dessert crepes. It’s another example, Ernesto said, of Umix evolving to maintain an edge on the competition.

“Many people don’t know what crepes are,” he said. “Just like smoothies: Back when we started 12 years ago people didn’t know what a smoothie was. They knew what a raspa was. We were the first ones here in the Brownsville area to do it.”

Customers tried the smoothies and got hooked, said Ernesto, who hopes Umix’s crepes have the same effect.

“A lot of the ideas that you find only in the big cities, we’re bringing them to our hometown,” he said. “People are really liking it. They’re loving it. On top of that it’s fun to serve.”

Ernesto came to fruit smoothies and frozen yogurt from, oddly enough, construction management. He graduated from the University of Texas at Austin with a degree in business and marketing.

Alejandra Escudero, a graphic designer by training, is responsible for Umix’s new interior look.

Alejandra, who actually had the idea for a coffee/yogurt shop in the first place, said she was shooting for happy, cozy and inviting. Indeed, the interior appears vaguely edible. There’s also free Wi-Fi.

“I love all the things of design,” she said. “I think we make a good combination, between the things that he knows, the things that I know.”

Ernesto, with his construction background, did the contracting in-house. It saved money but, more important, ensured everything was done correctly, he said.

The Escuderos plan to open more stores, including one next to McDonalds near the UTB-TSC campus. The land has already been purchased and construction could begin as soon as September.

“We think Brownsville can hold at least two or three different Umixes,” Ernesto said. “Not only that, we’re thinking of franchising this concept, in the Rio Grande Valley or even outside it. We have several people that are very interested. We’ve had inquiries from Houston, San Antonio, Austin.”

The Escuderos designed the new Umix keeping in mind that someday it could be franchised in Florida, California and other huge markets.

“It has to be something inviting, something that will differentiate itself from the big franchises,” Ernesto said. “Our thing is going to be as pretty or prettier than the big franchises.”

Which brings us to the question: Why is everybody suddenly so crazy about fro-yo, other than the documented health benefits — Cookies N Cream-flavored yogurt and Gummi Bear toppings notwithstanding?

Ernesto says it’s no mystery.

“It’s an ice cream substitute,” he said. “There isn’t anybody I don’t think who doesn’t like ice cream. When you give them a healthier substitute they’re going to take it. It tastes just as good as ice cream, plus it gives you a lot more beneficial ingredients.”

Sclark@brownsvilleherald.com