Last night I had my first "snog" and I loved it. Snog is London's first frozen yogurt; with a hot location in south ken, a cool interior designed by Cinimod and a product that lacks fat, shuns sugar and has hardly any calories. They make it very hard for a girl to be bad.

Snog is the british word for 'kiss' - so really the owners have hit on a brand identity thats fun, flirtatious and a real talking point; the shop is full of: '...fancy a snog?',  'how many snogs are you after?', 'i like snogging better than ice cream'; Yup, its fun in there.

Ok for all  you techies out there, the brand name Snog comes from "snow" and "yogurt", so really all is innocent on the pink front. For the moment, they have two flavours, natural and green tea with a variety of 15 different AND healthy toppings to go with that. No, its not a rainbow of colours yet but watch this space for delish flavours - I'm rooting for a Kinder Egg one.

Apart from the Snogs, the interior architecture is really something to look at. Cinimod Studio have come up with a genuinely fresh interior (that looks like an exterior and) that really stands out from the cafes, bars or fast food outlets. They pull this off with a marriage of high-design and contemporary fittings, including Shitake mushroom-shaped, white-latticed stools by Marcel Wanders for Moroso, and faux grass vinyl flooring.

But it’s the ceiling that is the pièce de résistance. Cinimod have created a ‘perpetual summer’ with what they believe is the first digital ceiling in the UK.  Science part: it has more than 3,000 individually controllable LEDs behind a Barrisol stretched plastic ceiling, on which appear digitally captured and manipulated clouds, with colours and speeds that are determined by the time of day. Yikes!

So go on, have a cheeky snog and shock the parents..

Snog is located on 32 Thurloe Place
South Kensington
London, SW7 2HQ

www.ifancyasnog.com