City summer staple Sloane Brothers Frozen Yoghurt is taking the battle against ice cream a step further with the opening of its first parlour outside of London.
The Brick Lane-based froyo makers have opened their second site in Nottingham's Intu Victoria Centre.
Sloane Bros focuses its frozen yoghurt toppings on classic British biscuits and desserts, and sources all its ingredients from small, independent British producers.
It first opened in the City in June 2015, but people power has taken it to Nottingham after customers based there pushed the company to move to the Midlands.
"As we looked into Nottingham, we found that it makes perfect sense for us in terms of location, target market and logistics," a spokesperson for Sloane Bros told City A.M.
Read more: Turning up the heat on froyo
However, Sloane Bros also said branching out of the capital doesn't preclude it from opening more sites in London in future.
According to Mintel, value sales of frozen yoghurt increased by 117 per cent between 2011 and 2014, though it has failed to take the UK and Europe by storm in the way it has excelled in the US.