Some part of me is telling me this is unchowhound-like, but I don't know why. I tried the plain frozen yogurt (that's the flavor: "plain") at forty carrots in the basement of Bloomingdales. It tasted like: yogurt! That slightly sour taste of plain yogurt, sweetened up a bit of course. In fact, my wife and I agreed that it tasted like we remembered frozen yogurt tasting right when it came on the market, about...I dunno, 25 years ago? They have other flavors, but I can't imagine ever wanting anything other than the plain...good stuff.