Tasti D-Lite Buys Planet Smoothie, Co-Branding In The Works

Dual branding seems a natural for two health-conscious chains. Tasti D-Lite, the Franklin, Tenn., frozen dessert chain has acquired Planet Smoothie, an Atlanta-based franchise system with 100-plus units in 18 states. More than half of its stores are in Florida and Georgia.

“The consumer profiles of Tasti D-Lite and Planet Smoothie are very similar, so combining the two complementary brands will provide both brands an opportunity to increase the scale of the combined store network as well as sales at the store level,” stated Jim Amos, CEO of Tasti D-Lite.

The chains’ products will be offered in both systems’ stores. Tasti D-Lite’s core frozen dessert products will be made available to Planet Smoothie customers utilizing self-serve machines. Tasti D-Lite will offer new franchisees the option to own and operate in a co-branded store concept fully integrating both brands.

Tasti D-Lite has 60 locations in 15 states, including stores in Australia, Mexico and the United Arab Emirates. With the addition of the Planet Smoothie units, the company expects to end 2011 with 170 locations open and operating. Tasti D-Lite is majority-owned by Snow Phipps Group LLC, a New York-based private equity firm.