In memory of Frusí (missing, presumed discontinued)

September 23, 2009

Frusís in happier times

Frusí was born several years ago in the freezer compartment of all reputable UK supermarkets. From an early age, it enchanted even the staunchest ice-cream-lovers with its tantalising offer of creamy frozen yoghurt on a bed of delicious cinnamony-oaty crumble, topped by zingy fruit combinations. In its short life as a member of the Walls family, Frusí underwent several transformations, with the introduction of new flavours – of which arguably the best was ‘Raspberry and Mango’.

Although Frusí was always understated in its approach, its charms were undeniable and its contribution to dessert life will be cherished for years to come by experts in the field. Indeed, one such expert lamented: “I simply cannot describe the impact of the traumatic disappearance of the Frusí. The world in general – and the dessert world in particular – has been left infinitely poorer by its loss.”1 Unlike many of its close relatives, such as the sorbet and fresh fruit, Frusí allowed its fans that hint of creaminess and biscuit one always secretly craves. However, Frusí also found time to be singularly virtuous as it was indeed a frozen yoghurt with fruit and oats and was, therefore, always justified after any meal. Frusí was immensely popular with friends. Indeed, it was never to be seen alone, sold – as it was – in packs of two.

Its disappearance has greatly shocked all those with taste buds who report having been unable to get in contact with Frusí since last spring. Some hope remains for those in Europe, where sightings of 3-packs of Frusís have been reported in freezer sections in Brussels. However, for those in the UK who have been left without Frusí, this is of little comfort. The knowledge that any attempt to bring Frusí back from a holiday to Europe would be doomed to fail, by Frusí’s very frozen nature, only makes it harder to bear. Instead, it only remains to salute the Frusí for its invaluable service during its fleeting life and to reflect on desserts gone by.



1 V, speaking earlier this year.


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