Monsieur Singh Reimagines Fruit Lassi Drinks in a Frozen Format

The fruit lassi is a traditional yogurt-based drink from India that is now being reinvented by New York-based Monsieur Singh.

Rather than offering is Mango, Honey Lemon and Pineapple Banana Lassi products as beverages, Monsieur Singh blends them into frozen formats that are packaged into pints and push pops. Branding from Monsieur Singh plays up the fact that "yogurt hates lassi," since "lassi is yogurt made healthier." This is especially true since lassi is often enriched with beneficial herbs and spices from the tradition of Ayurvedic medicine.

Rather than being made with sugar and fruits, lassi drinks are also sometimes made in salty, savory varieties that include spices. This creates plenty of opportunity for the brand to explore these flavors as well.