SweetFrog Auburn, a new frozen yogurt shop, is now open [Video]

A married couple opened a new frozen yogurt shop in Auburn on New Year’s Day.

Dana Pate and former Auburn football star Rob Pate co-own SweetFrog, a business where customers can create their own combination of soft-serve premium frozen yogurt and finish it off with any toppings of their choosing.

The Pates have been fans of the SweetFrog brand for years, but they aim to do more than serve frozen yogurt in Auburn. Their mission is “to serve premium frozen yogurt with graciousness, gratitude and genuine engagement, creating memories for all people,” Dana Pate said.

Owner Dana Pate visits a table of customers inside SweetFrog, a new frozen yogurt shop at Samford Trace in Auburn, on Tuesday, Jan. 7, 2024.

Adam Sparks /

SweetFrog Premium Frozen Yogurt opened its first location in the Short Pump subdivision of Richmond, Va. in 2009. Since then, the business has grown to over 300 locations in the …

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