Courtesy photo

And the fro-yo wars rage on. A new competitor, Tasti-D-Lite, will move into the neighborhood in late April or early May at the northwest corner of Hillcrest and Northwest Highway – right next door to the new Elevation Burger.

Tasti-D-Lite is a low-cal dessert chain, offering up to 100 different frozen yogurt flavors. Everything is made with natural, health-conscious ingredients and no artificial sweeteners. And if the name sounds familiar, maybe you heard it mentioned on NBC’s “30 Rock” in which Liz Lemon loses her frequent customer card: “There’s no money on it, but I was one hole-punch away from a free Tasti-D-lite. I hate my life!”

The company is slated to open at least 25 stores in Dallas and Tarrant counties, starting with a Southlake location opening this week. They appear to have quite a cult following, but we’ll have to see if they make it among all of our local favorites like Pinkberry and I Heart Yogurt.

By the way, we have an interactive map of frozen yogurt spots across the city, and Advocate editor Keri Mitchell shed some light on the fro-yo trend in our February cover story on the retail outlook.