It seems that everywhere you go these days, there is some store that combines a color and fruit for a name and offers machine-made, high-fructose frozen yogurt with a salad bar’s worth of toppings that are intended to cover up the main product visually and olfactoriialy.

Fortunately, the folks in Wellesley and its neighboring towns have had a better alternative for nearly a quarter of a century. The family-owned and operated shop known appropriately as Truly Yogurt (http://trulyyogurt.com) has been delivering just that for 24 years. No wonder proprietor Gary Goldman has become somewhat of a local celeb and the place wins awards regionally and statewide!

While the frozen treats are a major draw for Truly fans, many also keep coming back because they feel a sense of community- one that is encouraged by the fact that the shop creates special flavors for fundraisers and other community events and evwn lets customers design and name their own flavors. Unlike chains that get their product and send their proceeds to who knows where, Truly is a true staple of the neighborhood that people from far away neighborhoods regularly frequent as well..

In addition to a yogurt menu that includes consistent favorites and an ever-expanding list of inspired concoctions, the latest additions to which are previewed the day before so you always know what new treats await when you come back, as many people do time and again), Truly also offers soft and hard ice creams (including varieties from regional favorite Richardson’s), sorbets and sherbets, and customizable flavor burst creations (that are limited only by the guest’s imagination (and stomach capacity). There are even no-sugar added flavors for those who want to feel indulgent but not guilty.

So next time you want something cool and colorful, forget the flashy chains and go where the flavors run deeper. Truly Yogurt is the real deal!