YOGEN FRUZ WORLD WIDE INC
SC 13D, 1998-03-30
ICE CREAM & FROZEN DESSERTS
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                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                  SCHEDULE 13D
                                 (Rule 13d-101)

         INFORMATION TO BE INCLUDED IN STATEMENTS FILED PURSUANT TO 13d-
             1(a) AND AMENDMENTS THERETO FILED PURSUANT TO 13d-2(a)

                                (Amendment No. )1

                       YOGEN FRUZ WORLD-WIDE INCORPORATED
                                (Name of Issuer)

                       Class A Subordinated Voting Shares
                         (Title of Class of Securities)

                                 (CUSIP Number)

                              Benjamin Raphan, Esq.
                              Tenzer Greenblatt LLP
                              405 Lexington Avenue
                                 (212) 885-5511
                  (Name, Address and Telephone Number of Person
                Authorized to Receive Notice and Communications)

                                 March 18, 1998
             (Date of Event which Requires Filing of this Statement)

     If the filing person has previously filed a statement on Schedule 13G to
report the acquisition which is the subject of this Schedule because of Rule
13d-1 (b)(3) or (4), check the following box |_|.

     Note. Six copies of this statement, including all exhibits, should be filed
with the Commission. See Rule 13d-1 (a) for other parties to whom copies are to
be sent.

                         (continued on following pages)

                              (Page 1 of 48 Pages)

- ----------
1 The remainder of this cover page shall be filled out for a reporting  person's
initial filing on this form with respect to the subject class of securities, and
for  any  subsequent   amendment   containing   information  which  would  alter
disclosures provided in a prior cover page.

The information required on the remainder of this cover page shall not be deemed
to be "filed" for the purpose of Section 18 of the  Securities  Exchange  Act of
1934 ("Act") or otherwise  subject to the liabilities of that section of the Act
but  shall be  subject  to all other  provisions  of the Act  (however,  see the
Notes).

<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D


- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  2  of  48  Pages
- -------------------------------------------                                                           -----------------------------

- -----------------------------------------------------------------------------------------------------------------------------------
<S>                  <C>
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              Richard E. Smith
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY


- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not applicable
- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|



- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              United States

- -----------------------------------------------------------------------------------------------------------------------------------
                     7        SOLE VOTING POWER

    NUMBER OF                      -0-
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8        SHARED VOTING POWER+                                                                                 
     OWNED BY                                                                                                                      
       EACH                        7,671,656  (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)  
    REPORTING      ----------------------------------------------------------------------------------------------------------------
      PERSON         9         SOLE DISPOSITIVE POWER                                                                              
       WITH                                                                                                                        
                                   -0-                                                                                        
                   ----------------------------------------------------------------------------------------------------------------
                     10        SHARED DISPOSITIVE POWER                                                                            
                                                                                                                                   
                                   7,671,656                                                                                  

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405
- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                                  |_|



- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5%  (60.7%  for  voting  purposes  after  giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              IN

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>

                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.


                               Page 2 of 48 Pages


<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D

- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  3  of  48  Pages
- -------------------------------------------                                                           -----------------------------
<S>                  <C>
- -----------------------------------------------------------------------------------------------------------------------------------
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              David M. Smith
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY



- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not applicable

- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|


- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              United States

- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                      -0-
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                        7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)        
    REPORTING                                                                                                                      
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                   -0-                                                                                             
                   ----------------------------------------------------------------------------------------------------------------
                     1         SHARED DISPOSITIVE POWER                                                                            
                     0                                                                                                             
                                   7,671,656                                                                                       

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405
- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                             |_|



- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5%  (60.7%  for  voting  purposes  after  giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              IN

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>


                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.


                               Page 3 of 48 Pages


<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D


- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  4  of  48  Pages
- -------------------------------------------                                                           -----------------------------
<S>                  <C>
- -----------------------------------------------------------------------------------------------------------------------------------
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              David Stein
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY



- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not applicable
- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|



- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              United States

- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                      - 0 -
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                        7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)   
    REPORTING                                                                                                                      
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                   - 0 -                                                                                      
                   ----------------------------------------------------------------------------------------------------------------
                     10        SHARED DISPOSITIVE POWER                                                                            
                                                                                                                                   
                                   7,671,656                                                                                  

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405
- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                              |_|


- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5% (60.7% for voting purposes after giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              IN

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>

                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.

                               Page 4 of 48 Pages

<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D


- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  5  of  48  Pages
- -------------------------------------------                                                           -----------------------------
<S>                  <C>
- -----------------------------------------------------------------------------------------------------------------------------------
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              Michael Serruya
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY


- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not applicable
- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|


- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              Canada

- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                           56,000
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                             7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)   
    REPORTING                                                                                                                      
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                        56,000                                                                                     
                   ----------------------------------------------------------------------------------------------------------------
                     10        SHARED DISPOSITIVE POWER                                                                            
                                                                                                                                   
                                        7,671,656                                                                                  

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405
- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                             |_|


- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5%  (60.7% for  voting  purposes  after  giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              IN

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>


                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.

                               Page 5 of 48 Pages


<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D

- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  6  of  48  Pages
- -------------------------------------------                                                           -----------------------------
<S>                  <C>
- -----------------------------------------------------------------------------------------------------------------------------------
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              Aaron Serruya
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY



- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not applicable
- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|


- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              Canada

- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                           50,749
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                                                                                                                        
    REPORTING                           7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)   
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                        50,749                                                                                     
                   ----------------------------------------------------------------------------------------------------------------
                     10         SHARED DISPOSITIVE POWER                                                                           
                                                                                                                                   
                                        7,671,656                                                                                  

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405
- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                             |_|



- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5% (60.7% for voting purposes after giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              IN

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>


                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.

                               Page 6 of 48 Pages


<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D


- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  7  of  48  Pages
- -------------------------------------------                                                           -----------------------------

- -----------------------------------------------------------------------------------------------------------------------------------
<S>                  <C>                        
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              The Serruya Family Trust
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                                  (a) |_|
                                                                                                                        (b)  |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY



- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not Applicable

- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)            |_|



- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              Ontario, Canada
- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                           -0-
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                             7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)   
    REPORTING                                                                                                                      
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                        -0-                                                                                        
                                                                                                                                   
                   ----------------------------------------------------------------------------------------------------------------
                     1         SHARED DISPOSITIVE POWER                                                                            
                     0                                                                                                             
                                      7,671,656                                                                                    

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405

- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                             |_|



- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5% (60.7% for voting purposes after giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              OO

- -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>


                      *SEE INSTRUCTIONS BEFORE FILLING OUT!

     INCLUDE BOTH SIDES OF THE COVER PAGE, RESPONSES TO ITEM 1-7 (INCLUDING
           EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.


                               Page 7 of 48 Pages


<PAGE>


<TABLE>
<CAPTION>
                                                            SCHEDULE 13D


- -------------------------------------------                                                           -----------------------------
CUSIP NO.                                                                                               Page  8  of  48  Pages
- -------------------------------------------                                                           -----------------------------

- -----------------------------------------------------------------------------------------------------------------------------------
<S>                  <C>
1                    NAME OF REPORTING PERSON
                     S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE PERSON

                              1082272 Ontario, Inc.
- -----------------------------------------------------------------------------------------------------------------------------------
2                    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*                                             (a) |_|
                                                                                                                   (b) |X|

- -----------------------------------------------------------------------------------------------------------------------------------
3                    SEC USE ONLY



- -----------------------------------------------------------------------------------------------------------------------------------
4                    SOURCE OF FUNDS*

                              Not Applicable

- -----------------------------------------------------------------------------------------------------------------------------------
5                    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED PURSUANT TO ITEMS 2(d) or 2(e)           |_|



- -----------------------------------------------------------------------------------------------------------------------------------
6                    CITIZENSHIP OR PLACE OF ORGANIZATION

                              Ontario, Canada
- -----------------------------------------------------------------------------------------------------------------------------------
                     7         SOLE VOTING POWER

    NUMBER OF                           -0-
      SHARES       ----------------------------------------------------------------------------------------------------------------
   BENEFICIALLY      8         SHARED VOTING POWER+                                                                                
     OWNED BY                                                                                                                      
       EACH                             7,671,656 (+ 69,184,271 after giving effect to multiple votes of multiple voting shares)   
    REPORTING                                                                                                                      
      PERSON       ----------------------------------------------------------------------------------------------------------------
       WITH          9         SOLE DISPOSITIVE POWER                                                                              
                                                                                                                                   
                                        -0-                                                                                        
                                                                                                                                   
                   ----------------------------------------------------------------------------------------------------------------
                     1         SHARED DISPOSITIVE POWER                                                                            
                     0                                                                                                             
                                      7,671,656                                                                                    

- -----------------------------------------------------------------------------------------------------------------------------------
11                   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

                              7,778,405

- -----------------------------------------------------------------------------------------------------------------------------------
12                   CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*                             |_|



- -----------------------------------------------------------------------------------------------------------------------------------
13                   PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

                              17.5% (60.7% for voting purposes after giving effect to all multiple voting shares outstanding)

- -----------------------------------------------------------------------------------------------------------------------------------
14                   TYPE OF REPORTING PERSON*

                              CO

- -----------------------------------------------------------------------------------------------------------------------------------


                                                *SEE INSTRUCTIONS BEFORE FILLING OUT!

  INCLUDE  BOTH  SIDES OF THE  COVER  PAGE,  RESPONSES  TO ITEM  1-7  (INCLUDING
EXHIBITS) OF THE SCHEDULE, AND THE SIGNATURE ATTESTATION.
</TABLE>


                               Page 8 of 48 Pages


<PAGE>


Item 1.  Security and Issuer.

     This statement relates only to holdings of certain Reporting Persons (as
defined below) with respect to the Class A Subordinated Voting Shares ("Class A
Stock") issued by Yogen Fruz World-Wide Incorporated, a corporation organized
under the laws of Nova Scotia, Canada (the "Company"), whose principal executive
offices are located at 8300 Woodbine Avenue, Markham, Ontario, Canada L3R 9Y7.

On March 18, 1998, Integrated Brands Inc., a New Jersey corporation
("Integrated"), became a subsidiary of the Company pursuant to the merger of
Yogen Fruz Acquisition Corp. a wholly owned subsidiary of the Company, with and
into Integrated (the "Merger"). Pursuant to the Merger the Company effected a
capital reorganization creating the Class A Stock, each share of which is
entitled to one vote on all matters submitted to its stockholders and a Class B
multiple voting security (the "Class B Stock"), each share of which is entitled
to ten votes on all matters submitted to its stockholders. Both classes of the
Company's stock vote together. The Class B Stock is convertible at any time into
Class A Stock, on a share for share basis.

Pursuant to the terms of the Merger Richard E. Smith, David M. Smith and David
J. Stein, the former principal stockholders and/or officers and directors of
Integrated (the "Integrated Principal Shareholders"), converted each of the
issued and outstanding shares of the Class A Common Stock of Integrated owned by
each of them into .557266 shares of Class B Stock of the Company; The Serruya
Family Trust, a trust for the benefit of Michael and Aaron Serruya and 1082272
Ontario, Inc., a corporation wholly owned by the Serruya Family Trust (the
"Yogen Fruz Principal Shareholders"), converted each of the issued and
outstanding shares of the common stock of the Company owned by each of them into
one share of Class B Stock of the Company; except that Michael and Aaron Serruya
converted each of the issued and outstanding shares of the common stock of the
Company owned by their respective retirement accounts into 1.05 shares of Class
A Stock.

In addition, pursuant to the Merger, each of David Smith and David J. Stein
converted options to purchase shares of Class A Common Stock of Integrated owned
by each of them into options to purchase .557266 shares of Class B Stock and
Richard and David Smith were granted options to purchase shares of Class A
Stock.

Item 2.  Identity and Background.

(a) Pursuant to Rule 13d-1(f)(1) promulgated under the Securities Exchange Act
of 1934, as amended (the "Exchange Act"), this Schedule 13D is being filed by
Richard E. Smith, David M. Smith, David J. Stein, Michael Serruya, Aaron
Serruya, The

                               Page 9 of 48 Pages


<PAGE>


Serruya Family Trust and 1082272 Ontario, Inc. (collectively, referred to herein
as the "Reporting Persons"). The Reporting Persons are making this single, joint
filing because they may be deemed to constitute a "group" within the meaning of
Section 13(d)(3) of the Exchange Act, pursuant to their execution of a Board
Representation Agreement (as hereinafter defined) in connection with the Merger.

(b) - (c)

This statement is filed by (i) Richard E. Smith, Co-Chairman of the Board,
Co-President, Co-Chief Executive Officer and a director of the Company, (ii)
David M. Smith, an Executive Vice President and a director of the Company, (iii)
David J. Stein, an Executive Vice President and a director of the Company, (iv)
Michael Serruya, Co-Chairman of the Board, Co-President, Co-Chief Executive
Officer and a director of the Company, (v) Aaron Serruya, an Executive Vice
President, Secretary and a director of the Company, (vi) The Serruya Family
Trust, a trust organized under the laws of Ontario, Canada, and (vii) 1082272
Ontario, Inc., a corporation organized under the laws of Ontario, Canada, which
is wholly owned by the Serruya Family Trust. The address of Messrs. Richard E.
Smith, David M. Smith and David J. Stein is 4175 Veterans Highway, Ronkonkoma,
New York 11779. The address of Messrs. Michael Serruya, Aaron Serruya, The
Serruya Family Trust and 1082272 Ontario, Inc. is 8300 Woodbine Avenue, Markham,
Ontario, Canada L3R 9Y7.

(d) To the best knowledge of the Reporting Persons, during the last five years,
none of the Reporting Persons has been convicted in a criminal proceeding
(excluding traffic violations or similar misdemeanors).

(e) To the best knowledge of the Reporting Persons, none of the Reporting
Persons has, during the last five years been a party to a civil proceeding of a
judicial or administrative body of competent jurisdiction and as a result of
such proceeding was or is subject to a judgment, decree or final order enjoining
future violations of, or prohibiting or mandating activities subject to, federal
or state securities laws or finding any violations with respect to such laws.

(f) Messrs. Richard Smith, David Smith and David Stein are citizens of the
United States of America, and Messrs. Michael Serruya and Aaron Serruya are
citizens of Canada.


Item 3.  Source and Amount of Funds or other Consideration.

As described in Item 1 of this Statement, the securities described herein were
acquired as a result of the Merger. No additional consideration was given in
exchange for any securities of the Company described herein.

                               Page 10 of 48 Pages


<PAGE>


Item 4.  Purpose of Transaction.

The purpose of the acquisition of shares of stock of the Company by each of the
Reporting Persons is for investment. Depending on market conditions and other
factors that each of the Reporting Persons may deem material to their respective
investment decisions, the Reporting Persons may seek to make purchases of Class
A Stock , or other securities of the Company convertible into Class A Stock, or
may seek to dispose of all or a portion of the Class A Stock, or other
securities of the Company convertible into Class A Stock, that each now owns or
hereafter may acquire, subject to restrictions on transfer under the securities
laws and the Board Representation Agreement (a copy of which is attached hereto
as Exhibit 2, the "Board Representation Agreement"), and the Trust Agreement (a
copy of which is attached hereto as Exhibit 3, the "Trust Agreement").

Each of the Reporting Persons has entered into the Board Representation
Agreement with Yogen Fruz World-Wide Inc. and Integrated in which the Reporting
Persons agreed, among other things, to support each other's nominees to the
Board of Directors of the Company and to refrain from disposing of certain
shares of stock of the Company owned by them, except as provided therein.

The Company, through its officers and directors, is continually considering
potential business opportunities which could be considered to be a transaction
under Paragraph (b) of item 4 of Schedule 13D and, except as set forth above,
and except as same involves Company operations and their other activities as
directors and officers of the Company, the Reporting Persons have no plans or
proposals which relate to, or could result in any of the matters referred to in
Paragraphs (c) through (j) of Item 4 of Schedule 13D. The Reporting Persons may
review or reconsider their position with respect to the Company or to formulate
plans or proposals with respect to any such matter, but have no present
intention of doing so.


Item 5.  Interest in Securities of the Issuer.

(a) - (b)

According to information provided to the Reporting Persons by the Company, there
were, as of March 18, 1998, 35,018,248 shares of Class A Stock of the Company
issued and outstanding; and 7,783,809 shares of Class B Stock of the Company
issued and outstanding. The Reporting Persons would be entitled to 69,291,020
votes, assuming exercise of all of their options, or 60.7% of the issued and
outstanding votes of all shares voting of the Company as of March 18, 1998.

                               Page 11 of 48 Pages


<PAGE>


Richard E. Smith

Mr. Smith beneficially owns 7,671,656 shares of Class A Stock, consisting of
1,419,467 shares of Class B Stock and options to purchase 400,000 shares of
Class A Stock for an aggregate of 1,819,467 shares which are owned by him
individually, and 5,852,189 shares of Class A Stock (including those shares
convertible from Class B Stock) which are owned by the other Reporting Persons,
comprising 17.5% of the issued and outstanding shares of Class A Stock; and for
voting purposes 60.7% of Class A Stock.

Mr. Smith has the sole power to vote and dispose of none of such securities and
has the shared power to vote and dispose of all of such securities.

David M. Smith

Mr. Smith beneficially owns 7,671,656 shares of Class A Stock, consisting of
288,106 shares of Class B Stock, options to purchase 174,548 shares of Class B
Stock and options to purchase 436,921 shares of Class A Stock for an aggregate
of 899,575 shares which are owned by him individually, and 6,772,081 shares of
Class A Stock (including those shares convertible from Class B Stock) which are
owned by the other Reporting Persons, comprising 17.5% of the issued and
outstanding shares of Class A Stock; and for voting purposes 60.7% of Class A
Stock.

Mr. Smith has the sole power to vote and dispose of none of such securities and
has the shared power to vote and dispose of all of such securities.

David J. Stein

Mr. Stein beneficially owns 7,671,656 shares of Class A Stock, consisting of
45,138 shares of Class B Stock and options to purchase 174,144 shares of Class B
Stock for an aggregate of 219,282 shares which are owned by him individually,
and 7,452,374 shares of Class A Stock (including those shares convertible from
Class B Stock) which are owned by the other Reporting Persons, comprising 17.5%
of the issued and outstanding shares of Class A Stock; and for voting purposes
60.7% of Class A Stock.

Mr. Stein has the sole power to vote and dispose of none of such securities and
has the shared power to vote and dispose of all of such securities.

Michael Serruya

Mr. Serruya beneficially owns 7,727,656 shares of Class A Stock, of which 56,000
shares of Class A Stock are owned by his retirement account, and 7,671,656
shares of Class A Stock (including those shares convertible from Class B Stock)
which are

                               Page 12 of 48 Pages


<PAGE>


owned by the other Reporting Persons, comprising 17.5% of the issued and
outstanding shares of Class Stock; and for voting purposes 60.7% of Class A
Stock.

Mr. Serruya has the sole power to vote and dispose of 56,000 shares and shared
power to vote and dispose of 7,671,656 shares of the Class A Stock.

Aaron Serruya

Mr. Serruya beneficially owns 7,722,405 shares of Class A Stock, of which 50,749
shares of Class A Stock are owned by his retirement account, and 7,671,656
shares of Class A Stock (including those shares convertible from Class B Stock)
which are owned by the other Reporting Persons, comprising 17.5% of the issued
and outstanding shares of Class A Stock; and for voting purposes 60.7% of Class
A Stock.

Mr. Serruya has the sole power to vote and dispose of 50,749 shares and shared
power to vote and dispose of 7,671,656 shares of the Class A Stock.

1082272 Ontario, Inc. and The Serruya Family Trust

1082272 Ontario, Inc., of which The Serruya Family Trust is the sole
shareholder, and the Serruya Family Trust, collectively, beneficially own
7,671,656 shares of Class A Stock of which 4,733,332 shares of Class B Stock are
owned by them for the benefit of Michael Serruya and Aaron Serruya and 2,938,324
shares of Class A Stock (including those shares convertible from Class B Stock)
which are owned by the other Reporting Persons, comprising 17.5% of the issued
and outstanding shares of Class A Stock; and for voting purposes 60.7% of Class
A Stock.

1082272 Ontario, Inc. and the Serruya Family Trust have the sole power to vote
and dispose of none of such securities and have the shared power to vote and
dispose of all of such securities.

Class B Stock

There were 7,464,949 shares of the Class B Stock issued and outstanding as of
March 18, 1998. The Class B Stock is convertible into the Class A Stock on a
share for share basis. Each share of Class B Stock is entitled to 10 votes and
each share of Class A Stock is entitled to 1 vote. The Class A Stock and the
Class B Stock vote together on all matters that come before the shareholders.

The Reporting Persons beneficially own 6,834,735 shares of Class B Stock, of
which 1,419,467 shares are owned individually by Richard E. Smith, 288,106
shares are owned individually by David M. Smith, 45,138 shares are owned
individually by David M. Stein, 4,733,332 shares are owned by 1092272 Ontario,
Inc. and the

                               Page 13 of 48 Pages


<PAGE>


Serruya Family Trust, 174,548 options to purchase shares of Class B Stock are
owned individually by David M. Smith and 174,144 options to purchase shares of
Class B Stock are owned individually by David M. Stein. Because the Class B
Stock is entitled to ten votes for each share held, the percentage of votes to
be cast at a meeting of stockholders of the Company is much greater than the
percentage of outstanding securities owned by them. The Reporting Persons would
be entitled to 69,345,060 votes, assuming exercise of all of their options, or
60.7% of the votes of all shares voting of the Company as of March 18, 1998.

Item 6.  Contracts, Arrangements, Understandings or
         Relationships with Respect to Securities of the Issuer.

Except for the Joint Filing Agreement, the Board Representation Agreement and
the Trust Agreement attached hereto as Exhibits 1, 2 and 3, respectively, and
the outstanding stock options described herein, there are no contracts,
arrangements, understandings or relationships with the Reporting Persons or any
other person with respect to the securities of the Issuer, including but not
limited to transfer or voting of any other securities, finders' fees, joint
ventures, loan or option arrangements, puts or calls, guaranties of profits,
divisions of profits or loss or the giving or withholding of proxies.

                               Page 14 of 48 Pages


<PAGE>


Item 7.  Materials to be filed as Exhibits.

Exhibit 1           Joint Filing Agreement between each of the Reporting Persons
                    dated as of March 18, 1997.

Exhibit 2           Board Representation Agreement made the 13th day of October,
                    1997, as amended and restated by agreement dated as of
                    January 15, 1998, among INTEGRATED BRANDS INC., a company
                    incorporated under the laws of the State of New Jersey
                    ("Integrated Brands") and YOGEN FRUZ WORLD-WIDE INC., a
                    corporation amalgamated under the laws of the Province of
                    Ontario ("Yogen Fruz"), and RICHARD E. SMITH, DAVID SMITH
                    and DAVID STEIN, each of the State of New York (the
                    "Integrated Brands Principal Shareholders"), and MICHAEL
                    SERRUYA AND AARON SERRUYA, each of the Province of Ontario,
                    and 1082272 ONTARIO INC., a corporation incorporated under
                    the laws of the Province of Ontario ("1082272"), and THE
                    SERRUYA FAMILY TRUST, a trust organized under the laws of
                    the Province of Ontario (the "Serruya Family Trust")

Exhibit 3           Trust Agreement made as of the 18th day of March, 1998 by
                    and among Richard E. Smith, David Smith, David Stein,
                    michael Serruya and Aaron Serruya, 1082272 Ontario Inc., The
                    Serruya Family Trust, Yogen Fruz World-Wide Incorporated and
                    The Chase Manhattan Bank.

                               Page 15 of 48 Pages


<PAGE>


                                    SIGNATURE


     After reasonable inquiry and to the best of each of the undersigned's
knowledge and belief, we certify that the information set forth in this
statement is true, complete and correct.

DATE: March 27, 1998


                                        /s/ Richard E. Smith
                                        ----------------------------------
                                        Richard E. Smith


                                        /s/ David M. Smith
                                        ----------------------------------
                                        David M. Smith


                                        /s/ David J. Stein
                                        ----------------------------------
                                        David J. Stein


                                        /s/ Michael Serruya
                                        ----------------------------------
                                        Michael Serruya


                                        /s/ Aaron Serruya
                                        ----------------------------------
                                        Aaron Serruya




                                        THE SERRUYA FAMILY TRUST


                                        By: /s/ Sam Serruya
                                            ------------------------------
                                            Name:  Sam Serruya
                                            Title: Trustee

                                        By: /s/ Steve Troster
                                            ------------------------------
                                            Name:  Steve Troster
                                            Title: Trustee




                                        1082272 ONTARIO, INC.


                                        By: /s/ Michael Serruya
                                            ------------------------------
                                            Name:  Michael Serruya
                                            Title: President

                               Page 16 of 48 Pages


<PAGE>


                                  Exhibit Index

Sequential
Exhibit No.                        Description                          Page No.

 1        Joint Filing Agreement between each of the Reporting Persons     18
          dated as of March 18, 1997.

 2        Board Representation Agreement made the 13th day of October,     19
          1997, as amended and restated by agreement dated as of      
          January 15, 1998, among INTEGRATED BRANDS INC., a company   
          incorporated under the laws of the State of New Jersey      
          ("Integrated Brands") and YOGEN FRUZ WORLD-WIDE INC., a     
          corporation amalgamated under the laws of the Province of   
          Ontario ("Yogen Fruz"), and RICHARD E. SMITH, DAVID SMITH   
          and DAVID STEIN, each of the State of New York (the         
          "Integrated Brands Principal Shareholders"), and MICHAEL    
          SERRUYA AND AARON SERRUYA, each of the Province of Ontario, 
          and 1082272 ONTARIO INC., a corporation incorporated under  
          the laws of the Province of Ontario ("1082272"), and THE    
          SERRUYA FAMILY TRUST, a trust organized under the laws of   
          the Province of Ontario (the "Serruya Family Trust").       

 3        Trust Agreement made as of the 18th day of March 1998 by and     41
          among Richard E. Smith, David Smith, David Stein, Michael   
          Serruya and Aaron Serruya, 1082272 Ontario Inc., The Serruya 
          Family Trust, Yogen Fruz World-Wide Incorporated and The     
          Chase Manhattan Bank.                                        

                               Page 17 of 48 Pages


<PAGE>


                                    EXHIBIT 1

     The undersigned hereby agree, pursuant to Rule 13d-1(f)(1) to file a joint
statement on Schedule 13D and amendments thereto pertaining to their ownership
of Shares of Yogen Fruz World-Wide Incorporated.

     This agreement may be terminated for any reason by any party hereto
immediately upon the personal delivery or facsimile transmission of notice to
that effect to the other parties hereto.

     This agreement may be executed in counterparts and all so executed shall
constitute one agreement.

Date: March 27, 1998
                                        /s/ Richard E. Smith
                                        --------------------------------
                                        Richard E. Smith


                                        /s/ David M. Smith
                                        --------------------------------
                                        David M. Smith


                                        /s/ David J. Stein
                                        --------------------------------
                                        David J. Stein


                                        /s/ Michael Serruya
                                        --------------------------------
                                        Michael Serruya


                                        /s/ Aaron Serruya
                                        --------------------------------
                                        Aaron Serruya




                                        THE SERRUYA FAMILY TRUST


                                        By: /s/ Sam Serruya
                                            ----------------------------
                                            Name:  Sam Serruya
                                            Title: Trustee

                                        By: /s/ Steve Troster
                                            ----------------------------
                                            Name:  Steve Troster
                                            Title: Trustee




                                        1082272 ONTARIO, INC.


                                        By: /s/ Michael Serruya
                                            ----------------------------
                                            Name:  Michael Serruya
                                            Title:

                               Page 18 of 48 Pages


<PAGE>


                                    EXHIBIT 2

                         BOARD REPRESENTATION AGREEMENT

          AGREEMENT made the 13th day of October, 1997

A M O N G:

          INTEGRATED BRANDS INC., a company  incorporated  under the laws of the
          State of New Jersey

                              ("Integrated Brands")

                                     - and -

          YOGEN FRUZ WORLD-WIDE INC., a corporation  amalgamated  under the laws
          of the Province of Ontario

                                 ("Yogen Fruz")

                                     - and -

          RICHARD E. SMITH,  DAVID SMITH and DAVID  STEIN,  each of the State of
          New York

                (the "Integrated Brands Principal Shareholders")

                                     - and -

          MICHAEL SERRUYA AND AARON SERRUYA, each of the Province of Ontario

                                     - and -

          1082272 ONTARIO INC., a corporation incorporated under the laws of the
          Province of Ontario

                                   ("1082272")

                                     - and -

          THE SERRUYA FAMILY TRUST, a trust organized under the laws of the
          Province of Ontario

                          (the "Serruya Family Trust")

     (Michael Serruya,  Aaron Serruya,  1082272 and the Serruya Family Trust are
sometimes  hereinafter  collectively  referred to as the "Yogen  Fruz  Principal
Shareholders." The Yogen

                               Page 19 of 48 Pages


<PAGE>


Fruz Principal Shareholders and the Integrated Brands Principal Shareholders are
sometimes hereinafter collectively referred to as the "Principal Shareholders".)

RECITALS:

1.   Yogen  Fruz  has  agreed  to   complete  a  capital   reorganization   (the
     "Reorganization")  after  which  (i) its  outstanding  share  capital  will
     consist of  200,000,000  multiple  voting  shares having 10 votes per share
     ("Multiple Voting Shares") and 200,000,000 subordinate voting shares having
     1 vote per share  ("Subordinate  Voting  Shares");  and (ii) Yogen Fruz has
     agreed  to  continue   from  Ontario  to  Nova  Scotia.   As  part  of  the
     Reorganization,  stockholders of Yogen Fruz will have the right to elect to
     receive  either  (i) one  Multiple  Voting  Share or (ii) 1.05  Subordinate
     Voting Shares for each Common Share of Yogen Fruz  outstanding  immediately
     prior to the Merger.

2.   1082272 and The Serruya  Family  Trust own common  shares of Yogen Fruz (i)
     for the  benefit  of  Michael  Serruya  and  Aaron  Serruya,  which  in the
     Reorganization  shall be changed into an  aggregate  of 4,733,332  Multiple
     Voting  Shares,  and (ii) for the  benefit of Simon  Serruya,  which in the
     Reorganization shall be changed into an aggregate of 2,394,830  Subordinate
     Voting Shares (the "Simon Serruya Shares"). Notwithstanding anything to the
     contrary in this Agreement,  after the Merger (as defined herein) the Simon
     Serruya  Shares may be sold free of the  restrictions  on  disposition  set
     forth in Section 3.5 of this Agreement,  provided  however,  that until the
     Simon Serruya  Shares are sold they shall be voted in  accordance  with the
     terms of this Agreement.

3.   Yogen  Fruz and  Integrated  Brands  have  agreed  to  enter  into a merger
     agreement of even date herewith (the "Merger Agreement"), pursuant to which
     a wholly-owned  subsidiary of Yogen Fruz will merge with Integrated  Brands
     and shareholders of Integrated Brands will have the right to receive either
     (i) 0.557266  Multiple Voting Shares for each share of Class A Common Stock
     of Integrated  Brands or (ii) 0.585129  Subordinate  Voting Shares for each
     share of Class A Common Stock of Integrated Brands (the "Merger").

4.   Pursuant to the Merger,  the Integrated Brands Principal  Shareholders will
     receive an aggregate of 1,752,713  Multiple  Voting  Shares in exchange for
     their shares of Class A Common Stock of Integrated Brands.

5.   As a result,  after  completion  of the  Merger,  the Yogen Fruz  Principal
     Shareholders  and the  Integrated  Brands  Principal  Shareholders  will be
     significant shareholders of Yogen Fruz.

6.   It is a  condition  of the  execution  of the  Merger  Agreement  that this
     Agreement be entered into by the parties hereto.

     IN  CONSIDERATION  of the sum of $1.00 now paid by each party hereto to the
other,  the entering into of the Merger  Agreement,  the premises and other good
and  valuable   consideration,   the  receipt  and   sufficiency  of  which  are
acknowledged  by each party  hereto,  the parties  hereto  covenant and agree as
follows:

                               Page 20 of 48 Pages


<PAGE>


                                    ARTICLE 1

                                 INTERPRETATION

1.1  Definitions

     In this Agreement, unless the subject matter or context is inconsistent
     therewith:

     "Affiliate" when used to indicate a relationship  with a specified  Person,
     means  a  Person  that  directly,   or  indirectly   through  one  or  more
     intermediaries,  controls,  or is controlled by, or is under common control
     with,  such specified  Person and a Person shall be deemed to be controlled
     by another  Person if controlled in any manner  whatsoever  that results in
     control in fact by that other  Person (or that other  Person and any Person
     or Persons  with whom that other  Person is acting  jointly or in  concert)
     whether  directly or  indirectly  and whether  through share  ownership,  a
     trust, a contract or otherwise;

     "Agreement"  means this Board  Representation  Agreement as the same may be
     supplemented, amended, restated or replaced from time to time;

     "Associate",  when used to indicate a relationship with a specified Person,
     means

     (a)  any trust or other estate in which such specified  Person has a 10% or
          greater beneficial interest; or

     (b)  any  relative of such  specified  Person who has the same home as such
          specified  Person  or any  Person  to whom  such  specified  Person is
          married  or with whom such  specified  Person is living in a  conjugal
          relationship  outside marriage or any relative of such spouse or other
          Person who has the same home as such specified Person;

     "Business  Day" means any day of the week other than a Saturday,  Sunday or
     statutory or civic holiday observed in Toronto, Ontario;

     "Convertible Security" means a security of Yogen Fruz or Integrated Brands,
     as the context  requires,  convertible or exercisable  into or exchangeable
     for one or more  Voting  Securities  of  Yogen  Fruz or  Integrated  Brands
     including options and purchase warrants;

     "Disposition" includes any sale, transfer,  assignment,  gift (if accepted)
     or other  disposition  of, or the creation or the coming into  existence of
     any  Encumbrance on an asset,  and "dispose of" shall have a  corresponding
     meaning;

     "Encumbrance"  means any  encumbrance  of any kind  whatever and includes a
     security  interest,  mortgage,  lien,  pledge,  hypothecation,  assignment,
     charge, trust or deemed trust (whether contractual,  statutory or otherwise
     arising),  adverse  claim or any other right,  option or claim of others of
     any kind whatever affecting an asset and any restrictive  covenant or other
     agreement,  restriction or limitation  (registered or  unregistered) on the
     disposition of an asset;

                               Page 21 of 48 Pages


<PAGE>


     "Person"  shall be broadly  interpreted  and includes an  individual,  body
     corporate,  partnership, joint venture, trust, unincorporated organization,
     the Crown or any  agency or  instrumentality  thereof  or any other  entity
     recognized by law;

     "Related Person" means:

     (a)  with respect to 1082272 or The Serruya Family Trust:

          (i)   each 1082272 Principal;

          (ii)  each Affiliate of a 1082272 Principal;

          (iii) each Associate of a 1082272 Principal;

          (iv)  each trust in which a 1082272 Principal,  his spouse or children
                has,  either  individually  or  collectively,  a  10% or greater
                actual or contingent beneficial interest; and

          (v)   each Affiliate of 1082272 and The Serruya Family Trust; and

     (b)  with respect to each Integrated Brands Principal Shareholder:

          (i)   each Affiliate of such shareholder;

          (ii)  each Associate of such shareholder;

          (iii) each trust in which such shareholder, his spouse or his children
                has,  either  individually  or  collectively,  a 10% or  greater
                actual or contingent beneficial interest; and

          (iv)  David Smith, Susan Smith, Richard Smith and/or David Stein.

     "Rights" means any options,  rights,  warrants or  subscription  privileges
     issued or  granted  by Yogen  Fruz or  Integrated  Brands,  as the  context
     requires,   (whether  or  not  currently   exercisable  or  exercisable  on
     conditions) to purchase Voting Securities or Convertible Securities;

     "1082272 Principal" means each of Michael Serruya and Aaron Serruya;

     "Securities Act (Ontario)"  means the Securities Act, R.S.O.  1990, c. S.5,
     as amended and the regulations thereunder,  and unless otherwise specified,
     means such act as the same may be  hereafter  amended or  restated  and any
     successor legislation of comparable effect;

     "Voting  Security"  means the Multiple  Voting  Shares and the  Subordinate
     Voting  Shares  of Yogen  Fruz or the  Class A Common  Stock of  Integrated
     Brands.

                               Page 22 of 48 Pages


<PAGE>


1.2  Beneficial Ownership

     A  Person  shall  be  deemed  to  have  "Beneficial  Ownership"  of  and to
     "Beneficially  Own"  any  Voting  Securities,  Convertible  Securities  and
     Rights:

     (a)  as to which such Person or any of its  Affiliates  or  Associates  (or
          Persons  acting  jointly or in concert  with any of them) is or may be
          deemed to be the direct or indirect  beneficial  owner pursuant to any
          of the  provisions of the Securities Act (Ontario) as it exists on the
          date  hereof,  regardless  of  whether  such  Person is subject to the
          jurisdiction of that statute;

     (b)  as to which such Person or any of its  Affiliates  or  Associates  (or
          Persons acting  jointly or in concert with any of them) has,  directly
          or indirectly  the right to vote such Voting  Securities,  Convertible
          Securities and Rights pursuant to any agreement,  arrangement,  pledge
          or understanding, written or oral; or

     (c)  which are Beneficially  Owned within the meaning of subparagraphs  (a)
          or (b) above by any other  Person with which such Person or any of its
          Affiliates   or  Associates   has  any   agreement,   arrangement   or
          understanding,  written  or oral,  with  respect  to the voting of any
          Voting Securities, Convertible Securities and Rights;

     provided  however,  that a Person  shall not be deemed to have  "Beneficial
     Ownership" of or to "Beneficially Own" any Voting  Securities,  Convertible
     Securities or Rights:

     (d)  solely  because  such  Person or any of such  Person's  Affiliates  or
          Associates  has or shares  the right to vote or direct  the  voting of
          such  securities  pursuant to a revocable proxy given in response to a
          public proxy  solicitation  made pursuant to, and in accordance  with,
          the then  applicable  rules and  regulations  under the Securities Act
          (Ontario).

     (e)  solely  because  such  Person or any of such  Person's  Affiliates  or
          Associates  has or shares  the power to vote or direct  the  voting of
          such  securities in connection  with or in order to  participate  in a
          public proxy solicitation.

1.3  Acting Jointly or in Concert

     For  purposes  of this  Agreement,  a Person  shall be  deemed to be acting
     jointly or in concert with another  Person if such Person would be presumed
     to be acting  jointly or in concert  with such other Person for purposes of
     Section 91 of the Securities Act (Ontario) as it exists on the date hereof.

                               Page 23 of 48 Pages


<PAGE>


1.4  Number and Gender

     In this Agreement, words importing the singular include the plural and vice
     versa and words in one gender include all genders.

1.5  Headings and References

     The division of this Agreement into articles,  sections,  subsections,  and
     paragraphs  and the insertion of headings are for  convenience of reference
     only and  shall not  affect  the  construction  or  interpretation  of this
     Agreement. The article,  section,  subsection and schedule headings in this
     Agreement are not intended to be full or precise  descriptions  of the text
     to which they refer and are not to be  considered  part of this  Agreement.
     All uses of the words "hereto", "herein",  "hereof", "hereby",  "hereunder"
     and  similar  expressions  refer to this  Agreement  as a whole and not any
     particular  portion of it.  References to an Article,  Section  Subsection,
     paragraph or Schedule refer to the applicable article, section, subsection,
     paragraph or schedule of this Agreement.

1.6  Amendment

     This Agreement may be amended,  modified or supplemented  only by a written
     agreement signed by each party hereto.

1.7  Waiver of Rights

     Any waiver of, or consent to depart from, the requirements of any provision
     of this Agreement shall be effective only if it is in writing and signed by
     the party hereto  giving it and only in the  specific  instance and for the
     specific purpose for which it has been given. No failure on the part of any
     party hereto to exercise, and no delay in exercising,  any right under this
     Agreement  shall  operate as a waiver of such  right.  No single or partial
     exercise of any such right shall preclude any other or further  exercise of
     such right or the exercise of any other right.

1.8  Time of Essence

     Time is of the essence of this Agreement and each of its provisions.

1.9  Recitals

     The Recitals to this  Agreement  are hereby  incorporated  and deemed to be
     part of this Agreement.

                               Page 24 of 48 Pages


<PAGE>


1.10 Action by Principal Shareholders

     Any act or election on the part of a group of Principal  Shareholders shall
     be deemed taken upon receipt of a written  direction  signed by a member or
     members of such group owning at least 50% of the Voting Securities owned in
     the aggregate by such group of Principal Shareholders.

1.11 Reference to Amounts of Voting Securities

     All  references  to  numbers  of  Voting   Securities   shall  be  adjusted
     appropriately  in  the  event  of a  stock  split,  consolidation,  merger,
     amalgamation or other similar transaction.

                                    ARTICLE 2

                         REPRESENTATIONS AND WARRANTIES

2.1  Integrated Brands and the Integrated Brands Principal Shareholders
     Representations

     The Integrated  Brands  Principal  Shareholders  each jointly and severally
     represents  and  warrants  to  Yogen  Fruz  and the  Yogen  Fruz  Principal
     Shareholders that Richard E. Smith, David Smith and David Stein each is the
     registered and Beneficial  Owner of the following  shares of Class A Common
     Stock of Integrated Brands:

                                                No. of Integrated Brands
                                                 shares of common stock
                                                 ----------------------
     Richard E. Smith                                  2,547,300
     David Smith                                         517,000
     David Stein                                          81,000

     and  that  such  shares  are all the  shares  of  Class A  Common  Stock of
     Integrated  Brands of which each is the  registered or Beneficial  Owner on
     the date hereof.  On the date  hereof,  David Smith and David Stein are the
     Beneficial  Owners of options  which  could  result in them  acquiring  the
     following additional shares of Class A Common Stock of Integrated Brands:

                                No. of additional shares of Class A Common Stock
                                  of Integrated Brands which could be acquired
                                  --------------------------------------------
     David Smith                                   175,000
     David Stein                                   222,500

                               Page 25 of 48 Pages


<PAGE>


     In addition,  it is anticipated  that David Smith will be granted an option
     to purchase  138,225  shares,  and David Stein will be granted an option to
     purchase  90,000  shares  of Class A  Common  Stock  of  Integrated  Brands
     subsequent  to the date  hereof.  In  addition,  Richard E. Smith and David
     Smith  collectively  will be granted an  additional  option to  purchase an
     aggregate of 836,921  Multiple Voting Shares of Yogen Fruz,  subject to the
     consummation of the Merger contemplated herein. David Smith and David Stein
     will elect to convert  their  options  into  options to  purchase  Multiple
     Voting Shares.  On the date hereof,  except as contemplated  above, none of
     the Integrated Brands Principal Shareholders is the Beneficial Owner of any
     Convertible  Securities  or Rights  which  could  result in them  acquiring
     additional Voting Securities or other capital stock of Integrated Brands.

2.2  Yogen Fruz and the Yogen Fruz Principal Shareholders Representations

     The Yogen Fruz  Principal  Shareholders  and Simon Serruya each jointly and
     severally  represents and warrants to Integrated  Brands and the Integrated
     Brands Principal Shareholders that The Serruya Family Trust and 1082272 are
     the registered owner of the following common shares of Yogen Fruz:

                                                    No. of Yogen Fruz
                                                      common shares
                                                      -------------
     1082272                                            6,859,092
     The Serruya Family Trust                             155,031

     and that such common shares are all the Voting  Securities of Yogen Fruz of
     which the Yogen  Fruz  Principal  Shareholders  and Simon  Serruya  are the
     registered  or  Beneficial  Owner on the date  hereof  (of which  2,280,791
     shares  constitute  the Simon  Serruya  Shares,  which will be changed into
     Subordinate  Voting Shares and not into Multiple Voting Shares).  The Yogen
     Fruz Principal  Shareholders are the Beneficial Owners of 4,733,332 of such
     shares  and Simon  Serruya is the  Beneficial  Owner of  2,280,791  of such
     shares. On the date hereof,  The Serruya Family Trust,  1082272 and Michael
     Serruya,  Aaron Serruya and Simon Serruya are not the Beneficial  Owners of
     any  Convertible  Securities or Rights which could result in them acquiring
     additional Voting Securities or other capital stock of Yogen Fruz.

                               Page 26 of 48 Pages


<PAGE>

                                    ARTICLE 3

                              BOARD REPRESENTATION

3.1  Proportionate Representation

     The parties hereto  acknowledge  that (i) the Integrated  Brands  Principal
     Shareholders  have agreed to support the Merger on the  understanding  that
     they are to be  entitled  to  nominate  50% of the  members of the board of
     directors of Yogen Fruz and that the Yogen Fruz Principal Shareholders have
     agreed  to vote  their  common  shares  of  Yogen  Fruz  and  their  Voting
     Securities  of Yogen Fruz to elect such  nominees,  and (ii) the Yogen Fruz
     Principal   Shareholders   have   agreed  to  support  the  Merger  on  the
     understanding  that they are entitled to nominate 50% of the members of the
     board of directors of Yogen Fruz,  all of whom will be Canadian  residents,
     and the Integrated Brands Principal  Shareholders have agreed to vote their
     Voting Securities of Yogen Fruz to elect such nominees.

     The Yogen  Fruz  Principal  Shareholders  acknowledge  that the  Integrated
     Brands  Principal  Shareholders  intend to nominate  directors  who are not
     residents of Canada.  The Yogen Fruz Principal  Shareholders  agree that in
     the event that the laws of the  jurisdiction of incorporation of Yogen Fruz
     are changed in a manner which  prevents  the  Integrated  Brands  Principal
     Shareholders from nominating and electing  non-residents of Canada as their
     respective nominees to the board of directors of Yogen Fruz, then the Yogen
     Fruz Principal  Shareholders  will  co-operate  with the Integrated  Brands
     Principal  Shareholders in causing Yogen Fruz to take all necessary  action
     to ensure that the Integrated Brands Principal Shareholders are entitled to
     nominate  and elect  non-residents  of Canada  as their  director  nominees
     (including,  without  limitation,  continuing  Yogen Fruz from its  current
     jurisdiction of incorporation to another  jurisdiction  within Canada which
     permits at least 50% of the directors to be non-Canadians).

3.2  Yogen Fruz Obligations

     Yogen Fruz shall cause to be  nominated  for election as directors of Yogen
     Fruz only legally qualified  individuals,  50% of whom shall be recommended
     jointly by the Integrated  Brands  Principal  Shareholders  and 50% of whom
     shall be recommended jointly by the Yogen Fruz Principal  Shareholders,  as
     is  contemplated  in Section 3.1. Yogen Fruz agrees to solicit proxies from
     its shareholders  for such nominees and to cause  management  proxies to be
     voted in favour of such  nominees,  except  for such  proxies  as contain a
     specific contrary  direction.  Yogen Fruz's  obligations under this Section
     3.2 shall  terminate (i) with respect to the nominees of Integrated  Brands
     Principal  Shareholders,  if the Integrated  Brands Principal  Shareholders
     own, in the  aggregate,  less than  500,000  Voting  Securities  (including
     Voting  Securities  issuable upon  exercise or  conversion  of  Convertible
     Securities), or (ii) with respect to the nominees of the Yogen

                               Page 27 of 48 Pages


<PAGE>


     Fruz Principal Shareholders,  if the Yogen Fruz Principal Shareholders own,
     in the aggregate,  less than 1,000,000 Voting Securities  (including Voting
     Securities issuable upon exercise or conversion of Convertible Securities).

3.3  Obligations of the Principal Shareholders

     If any  director  of Yogen  Fruz  nominated  by either  group of  Principal
     Shareholders shall cease to be a director for any reason  whatsoever,  each
     Principal Shareholder shall use its best efforts, promptly upon the request
     of the group of Principal  Shareholders  whose  director has ceased to be a
     director,  to  cause  to  be  elected  or  appointed  a  legally  qualified
     individual nominated jointly by that group of Principal Shareholders (whose
     director has ceased to be a director) to replace such director.

     Each of the Yogen Fruz Principal  Shareholders  and the  Integrated  Brands
     Principal Shareholders shall cast or cause to be cast all votes attached to
     the  Voting  Securities  Beneficially  Owned by it from time to time at all
     meetings of  shareholders of Yogen Fruz at which any director of Yogen Fruz
     is to be  elected,  to elect and  maintain as  directors  of Yogen Fruz the
     number of nominees of the  Integrated  Brands  Principal  Shareholders  and
     Yogen  Fruz  Principal  Shareholders  required  by this  Agreement.  If any
     director  ceases to be a director of Yogen Fruz for any reason at any time,
     each group of Principal Shareholders shall direct any nominees which it has
     on the  board  of  directors  of  Yogen  Fruz to vote to  appoint  a new or
     additional  nominee  to the  board of the group of  Principal  Shareholders
     whose nominee  ceased to be a director.  If the board of directors of Yogen
     Fruz does not appoint any such  required  nominee to the board of directors
     of Yogen  Fruz  within 5  Business  Days  after  receiving  notice  of such
     nomination,  then  Yogen  Fruz  shall,  at the  request  of  any  Principal
     Shareholder,  promptly  call a  meeting  of its  shareholders  to fill such
     vacancy, which meeting shall be held within 75 days thereafter.

     At any  such  meeting,  each  Yogen  Fruz  Principal  Shareholder  and each
     Integrated Brands Principal  Shareholder shall cast or cause to be cast all
     votes attached to the Voting Securities of Yogen Fruz Beneficially Owned by
     it as contemplated by this Agreement.

     Each Principal  Shareholder agrees to use its best efforts,  and shall take
     all  actions to ensure (i) that  Michael  Serruya  and Richard E. Smith are
     elected as the Co-Chairman  and Chief  Executive  Officer of Yogen Fruz and
     each  subsidiary and (ii) that the Board of Directors of Yogen Fruz and the
     Board of Directors of each direct and  indirect  subsidiary  of Yogen Fruz,
     and each  Committee  of the  Board  of  Directors  of  Yogen  Fruz and each
     Committee of the Board of Directors of each direct and indirect  subsidiary
     of  Yogen  Fruz  shall  be  comprised  of  members,  50% of whom  shall  be
     designated jointly by the Integrated Brands Principal  Shareholders and 50%
     of  whom  shall  be  designated   jointly  by  the  Yogen  Fruz   Principal
     Shareholders.

                               Page 28 of 48 Pages


<PAGE>


     Each of the Yogen Fruz Principal  Shareholders  and the  Integrated  Brands
     Principal  Shareholders  agrees  that they  shall vote  against  any of the
     following  matters put to the  shareholders  of Yogen Fruz unless the Yogen
     Fruz Principal Shareholders and the Integrated Brands Principal Shareholder
     agree in writing to vote for such matter:

     (a)  the sale of all or substantially all of the assets of Yogen Fruz;

     (b)  an amalgamation,  arrangement,  merger, consolidation or other similar
          transaction involving Yogen Fruz;

     (c)  any amendment or reenactment  of the Memorandum of Association  and/or
          the Articles of Association of Yogen Fruz that would adversely  affect
          the rights of the Yogen Fruz Principal  Shareholders or the Integrated
          Brands Principal Shareholders

3.4  Resignation of Nominees

     If  either  group of  Principal  Shareholders  does not have the  requisite
     number of nominees  elected to the board of Yogen Fruz as  provided  for in
     this Agreement for a period of 90 consecutive days, then the other group of
     Principal  Shareholders  shall use their best  efforts to have any of their
     nominees  who are in  excess of 50% of the board  resign as a  director  of
     Yogen Fruz, until each group of Principal Shareholders' nominees constitute
     50% of the Board of Directors.

3.5  Limitations on Sale

     No  Integrated  Brands  Principal   Shareholder  or  Yogen  Fruz  Principal
     Shareholder  shall  dispose  of, or permit the  disposition  of, any Voting
     Securities,  Convertible  Securities or Rights  Beneficially  Owned by such
     shareholder  to a Related  Person  unless  such  Related  Person  agrees in
     writing with the other parties to this  Agreement to assume and be bound by
     the  obligations of such  shareholder  under this Agreement with respect to
     the Voting Securities, Convertible Securities or Rights disposed of and not
     to further dispose of any such Voting Securities, Convertible Securities or
     Rights to a Related Person of the disposing  Shareholder or to an Associate
     or Affiliate of such Related  Person unless the disposee  agrees in writing
     with the other parties to this Agreement to assume and be bound by the same
     obligations.

     Except as provided in this  paragraph,  until the first to occur of (i) the
     Termination  of this  Agreement  or (ii) the 21st  anniversary  of the date
     hereof, no Principal  Shareholder shall dispose of any Voting Securities to
     a  non-Related  Person  without  the  prior  written  consent  of the other
     Principal  Shareholders  which  consent  may be  withheld or granted in the
     other  Principal   Shareholders'  sole  discretion.   Notwithstanding   the
     foregoing,  (i) the consent of the Integrated Brands Principal Shareholders
     shall not be required with

                               Page 29 of 48 Pages


<PAGE>


     respect to the disposition of Voting Securities by the Yogen Fruz Principal
     Shareholders  to a  non-Related  Person  if,  after  giving  effect to such
     disposition,  the  Yogen  Fruz  Principal  Shareholders  will  own,  in the
     aggregate,  more than 3,733,332  Voting  Securities and (ii) the consent of
     the Yogen Fruz Principal Shareholders shall not be required with respect to
     the  disposition of Voting  Securities by the Integrated  Brands  Principal
     Shareholders  to a  non-Related  Person  if,  after  giving  effect to such
     disposition,  the Integrated Brands Principal Shareholders will own, in the
     aggregate,  more than 1,800,000 Voting  Securities  (including  Convertible
     Securities).  Whether or not requiring consent in accordance with the terms
     of this paragraph (and, if requiring consent,  after such consent is given)
     a Principal  Shareholder  desiring to dispose of his Voting Securities to a
     non-Related  Person shall first offer such Voting  Securities  to the other
     group of Principal Shareholders at the market price (as defined in Schedule
     A) for such Voting Securities as of the date of the offer, provided that if
     such Voting  Securities are Multiple Voting Shares and such Multiple Voting
     Shares are not  listed,  they  shall be  offered  at the  market  price for
     Subordinate  Voting Shares.  The offer shall be made by written notice (the
     "Notice") which Notice shall specify the number of Voting Shares to be sold
     (the  "Offered  Securities")  and the  market  price.  The  other  group of
     Principal  Shareholders  may elect to  purchase  all or a  portion  of such
     Offered  Securities,   provided  that  if  the  other  group  of  Principal
     Shareholders do not elect to purchase all of such Offered  Securities on or
     before 5:00 P.M. of the third  Business Day after  delivering of the Notice
     (which  election  may  be  transmitted  by  facsimile),  then  the  Offered
     Securities which the other group of Principal  Shareholders has not elected
     to purchase  may be sold.  The other group of Principal  Shareholders  must
     evidence the election to purchase all or such portion of the Offered Shares
     by a written  acceptance,  which  acceptance  shall  specify  the number of
     Offered Shares to be purchased,  the identity(ies) of the purchaser and the
     concurrence in the calculation of the market price;  provided,  however, in
     the  event of a  disagreement  in the  calculation  of the  market  price a
     certificate from Yogen Fruz's  independent  accountants shall  conclusively
     establish  the market  price.  Each group of Principal  Shareholders  shall
     allocate among themselves the amount of Offered Shares to be purchased, but
     in the event of an  inability  to agree,  each  member  shall be allowed to
     purchase no less than such  individual  member's pro rata percentage of the
     Voting  Securities  owned by his or its Principal  Shareholder  Group.  The
     acceptance  shall  specify the date of the  closing of the  purchase of the
     Offered  Securities  which shall be no later than thirty (30) days from the
     date of the acceptance offer. All shares sold pursuant hereto shall be sold
     free  and  clear  of all  Encumbrances  and all  payments  shall be made in
     immediately available funds against delivery of the certificates evidencing
     the shares subject to the sale, duly endorsed in blank for transfer.  Prior
     to any sale to a non-  Principal  Shareholder,  any Multiple  Voting Shares
     must  be  converted  to  Subordinate  Voting  Shares.  The  parties  hereto
     recognize and agree that the foregoing restriction on

                               Page 30 of 48 Pages


<PAGE>


     sales are reasonable and necessary to effectuate the intent and purposes of
     this Agreement.

     No Principal  Shareholders  shall  convert,  or cause to be converted,  any
     Multiple Voting Shares or common shares of Yogen Fruz, or Rights to receive
     Multiple  Voting Shares or common shares of Yogen Fruz,  into  Subordinated
     Voting Shares, or Rights to receive Subordinate Voting Shares,  without the
     prior written  consent of the other Principal  Shareholders,  which consent
     may be  withheld  or  granted  in the other  Principal  Shareholders'  sole
     discretion, except as required in connection with (i) a permitted sale to a
     non-Principal  Shareholder as set forth above, and (ii) the 2,366,66 common
     shares of Yogen Fruz held for the benefit of Simon Serruya.

     The parties hereto agree that the Principal  Shareholders  shall not accept
     an offer to sell any Voting  Securities  at a price in excess of the market
     price of the Voting Securities on the date of such offer,  except: 1) sales
     made on the Toronto Stock Exchange or other regional or national  exchange,
     outside or inside Canada, on which such securities are regularly traded; 2)
     to  another  Principal  Shareholder;  or  3)  pursuant  to  an  offer  made
     proportionately and at the same price to all other Yogen Fruz shareholders.

3.6  Shareholders and Yogen Fruz

     Each of the Integrated  Brands  Principal  Shareholders  and the Yogen Fruz
     Principal  Shareholders,  to the extent that it is permitted by law,  shall
     act and vote to carry out the  intent  and  provisions  of this  Agreement.
     Yogen  Fruz  agrees  to carry  out and be bound by the  provisions  of this
     Agreement  to the full extent that it has the  capacity and power at law to
     do so.  Without  limiting  the  generality  of the  foregoing,  each of the
     parties  hereto  agrees to cause  such  meetings  of the  directors  and/or
     shareholders  of Yogen  Fruz to be  called  and held,  resolutions  passed,
     Certificate or Articles of Incorporation  and/or  Memorandum of Association
     and Articles of Association amended, by-laws enacted,  agreements and other
     documents  executed  and  delivered  and things done or performed as may be
     required  to  ensure  that the  affairs  of Yogen  Fruz  are  conducted  in
     accordance with the provisions of this Agreement.

                                    ARTICLE 4

                                OTHER PROVISIONS

4.1  Support of Merger

     Each of the Integrated Brands Principal  Shareholders  agree to vote all of
     their Voting Securities of Integrated Brands in favour of the Merger at the
     meeting of Integrated

                               Page 31 of 48 Pages


<PAGE>


     Brands to be called to consider the Merger and to elect to receive Multiple
     Voting  Shares in exchange  for each of their Voting  Securities  under the
     Merger.

     Each of the Yogen Fruz  Principal  Shareholders  agree to vote all of their
     common shares of Yogen Fruz for the  Reorganization  and other proposals at
     the meeting of Yogen Fruz and to change their  common  shares of Yogen Fruz
     into  Multiple  Voting  Shares  (except  the shares held for the benefit of
     Simon Serruya which shall be changed into Subordinate Voting Shares).

4.2  Agreement by the Principal Shareholders not to Sell

     Until  consummation  or  termination  of the Merger,  each of the Principal
     Shareholders  agree not to dispose  of any of their  Voting  Securities  of
     Integrated Brands and of Yogen Fruz.

4.3  Termination

     This  Agreement  shall  terminate  in the event  the  Merger  Agreement  is
     terminated  prior to the Effective  Time (as the term  "Effective  Time" is
     defined  in the Merger  Agreement).  In  addition,  this  Agreement  may be
     terminated (i) by the Yogen Fruz Principal  Shareholders,  in the event the
     Integrated Brands Principal  Shareholders are the Beneficial Owners, in the
     aggregate,  of fewer  than  750,000  Voting  Securities  (including  Voting
     Securities issuable upon conversion or exercise of Convertible Securities);
     and (ii) by the Integrated Brands Principal Shareholders,  in the event the
     Yogen Fruz Principal  Shareholders are the Beneficial  Owners of fewer than
     1,500,000 Voting  Securities  (including  Voting  Securities  issuable upon
     conversion or exercise of Convertible Securities).

     Any such  termination of this Agreement  shall be without  prejudice to the
     rights of the parties  hereto  accrued under this  Agreement to the date of
     termination.

4.4  Default

     (a)  In the event that either the Integrated Brands Principal  Shareholders
          or  Yogen  Fruz  Principal  Shareholders  do  not  comply  with  their
          obligations and agreements set forth in this Agreement  (which failure
          to comply,  if capable of being  cured,  is not cured  within ten (10)
          days  after   receiving   notice  thereof  from  the  other  Principal
          Shareholders)  then the other  Principal  Shareholders  shall have the
          right to require the defaulting  Principal  Shareholders to sell (free
          and clear of all  liens  and  Encumbrances)  to such  other  Principal
          Shareholders,  all or such  portion  thereof  as  elected by the other
          group of Principal  Shareholders,  of the Yogen Fruz  Multiple  Voting
          Shares beneficially owned by the defaulting Principal Shareholders, at
          the market price (as defined in Schedule A), for such Multiple

                               Page 32 of 48 Pages


<PAGE>


          Voting  Shares,  less 30%, or if the  Multiple  Voting  Shares are not
          listed, at the market price (as defined in Schedule A) for Subordinate
          Voting  Shares,  less  30%.  In  each  case,  the  exercise  price  of
          Convertible Securities shall be deducted from the purchase price. Such
          purchase  shall be  consummated on the date set forth in the notice of
          the failure (the "Breach Notice") of a group of Principal Shareholders
          to comply  with their  obligations  and  agreements  set forth in this
          Agreement,  but in no event  more  than  sixty  (60) days  after  such
          notice.  All shares sold pursuant  hereto shall be sold free and clear
          of all  Encumbrances  and all  payments  shall be made in  immediately
          available funds against  delivery of the  certificates  evidencing the
          shares subject to the sale, duly endorsed in blank for transfer.

          The  Integrated  Brands  Principal  Shareholders  and the  Yogen  Fruz
          Principal  Shareholders  have  agreed  upon  the  above  formula  as a
          realistic  estimate at the time of this  Agreement  of the fair market
          value of their respective  holdings based upon the then current market
          price as reduced by numerous factors,  including,  without limitation,
          the number of Voting  Securities held by each party in relation to the
          trading  volume of Yogen Fruz's  securities,  the  restriction  on the
          purchaser of such securities  ability to resell such securities  under
          applicable  securities  laws and the  related  market  risks,  and the
          absence of brokerage commissions and other costs of sale.

     (b)  At  the  effective  time  of  the  merger  the  Yogen  Fruz  Principal
          Shareholders and the Integrated  Brands Principal  Shareholders  shall
          deposit with an Escrow Agent to be mutually  determined by them all of
          the multiple  voting Yogen Fruz shares held by them in accordance with
          the  provisions  of an Escrow  Agent  agreement  in the form  attached
          hereto as  Exhibit  A. The  Escrow  Agent  shall  hold such  shares in
          accordance with the provisions of this section and Section 3.5 of this
          Agreement.

     (c)  Each of the Principal Shareholders acknowledges and agrees that:

          (i)   this  Agreement  and,  in  particular,  the  provisions  of this
                Section 4.4, have been specifically negotiated by  sophisticated
                commercial parties of equal bargaining power with the benefit of
                independent legal advice;

          (ii)  the provisions  of  this  Section  4.4  are  reasonable  in  the
                circumstances of the transactions contemplated by this Agreement
                and are  given  as  an  integral  and  essential  part  of  such
                transactions; and

                               Page 33 of 48 Pages


<PAGE>


          (iii) each of the Principal Shareholders waives, to the fullest extent
                permitted   by  law,  any  right  to  contest  the  validity  or
                enforceability  of this  Section 4.4  and  all  defenses  to the
                strict enforcement thereof.

4.5  Legend

     All  certificates   representing   Voting  Securities  owned  by  Principal
     Shareholders shall bear the following legend:

               "The  Shares  represented  by this  certificate  and the right to
               dispose and vote said shares is subject to a Board Representation
               Agreement  by and among  certain  principal  shareholders  of the
               Company,  a copy of  which is  available  at the  offices  of the
               Company."

4.6  Tax Waiver

     Yogen Fruz  agrees  that,  in the event that any Treaty  Country  Holder of
     Multiple  Voting Shares  elects to convert any Multiple  Voting Shares into
     Subordinate Voting Shares,  then Yogen Fruz will not withhold any amount on
     account of any failure by such Treaty  Country Holder to obtain and deliver
     a Yogen Fruz clearance certificate under Section 116 of the Income Tax Act,
     if, and only if, Yogen Fruz has received, prior to a conversion, a "comfort
     letter" from Revenue Canada, which in the opinion of counsel, states that a
     clearance  certificate  under  Section  116 of the  Income  Tax  Act is not
     required where a Treaty Country Holder  converts any Multiple Voting Shares
     into Subordinate  Voting Shares,  and such Treaty Country Holder provides a
     representation to Yogen Fruz that it is a Treaty Country Holder.

     For these  purposes,  "Treaty  Country Holder" means any holder of Multiple
     Voting Shares which is a non-resident of Canada but a resident of a country
     with which  Canada has an income tax  convention  which  exempts a resident
     from the  requirement  to pay  Canadian  tax on any gains with respect to a
     disposition  of shares of Yogen  Fruz  unless  the value of such  shares is
     derived principally from real property situated in Canada (and, for greater
     certainty,  the United  States of America is such a country  having such an
     income tax convention).

                               Page 34 of 48 Pages


<PAGE>


                                    ARTICLE 5

                                     GENERAL

5.1  Notices

     Any notice or other  communication  (hereinafter  a  "Notice")  required or
     permitted  to be given or made  hereunder  shall be in writing and shall be
     well  and  sufficiently  given  or  made if sent  by  prepaid  first  class
     registered mail,

     in the case of a Notice to Integrated Brands, addressed to it at:

          Integrated Brands Inc.
          4175 Veterans Highway
          Ronkonkoma, New York, 11779

          Attention:     Richard E. Smith

     in the case of a Notice to Yogen Fruz, addressed to it at:

          Yogen Fruz World-Wide Inc.
          8300 Woodbine Avenue
          5th Floor
          Markham, Ontario
          L3R 9Y7

          Attention:     Michael Serruya, President

     in the case of a Notice to 1082272 or The Serruya  Family Trust,  addressed
     to it at:

          c/o Yogen Fruz World-Wide Inc.
          8300 Woodbine Avenue
          5th Floor
          Markham, Ontario
          L3R 9Y7

          Attention:     Michael Serruya, President

     in the case of a Notice to Richard E. Smith,  David Smith and David  Stein,
     addressed to them at:

                               Page 35 of 48 Pages


<PAGE>


          c/o Integrated Brands Inc.
          4175 Veterans Highway
          Ronkonkoma, New York, 11779

          Attention:     Richard E. Smith

     Any  Notice  given or made in  accordance  with this  Section  4.1 shall be
     deemed to have been given or made and to have been received:

     (a)  on the day it was delivered, if delivered in person as aforesaid; or

     (b)  on the third  Business  Day  (excluding  each day during  which  there
          exists any  general  interruption  of postal  services  due to strike,
          lockout or other cause) after it was mailed,  if mailed as  aforesaid;
          and

     Any party  hereto may from time to time  change its  address  for notice by
     giving Notice to the other parties hereto in accordance with the provisions
     of this Section 5.1.

5.2  Further Assurances

     Each party  hereto  shall do such acts and shall  execute and deliver  such
     further agreements, documents and other writings, and shall cause the doing
     of such acts and the  execution  and delivery of such  further  agreements,
     documents  and other  writings,  as are  within  its power and as any other
     party  hereto may in  writing at any time and from time to time  reasonably
     request, in order to give full effect to the provisions of this Agreement.

5.3  Invalidity

     In the event that any term or provision of this Agreement  shall be invalid
     or  unenforceable  such  provision  shall only be affected to the extent of
     such  invalidity and  unenforceabilty  and shall be enforced to the fullest
     permitted  extent and the remaining  terms and provisions of this Agreement
     shall not be  affected  thereby and shall be valid and  enforceable  to the
     fullest extent permitted by law.

5.4  Successors and Assigns

     Neither this Agreement nor any right or obligation  hereunder is assignable
     in whole or in part.  Subject  thereto,  this Agreement  shall enure to the
     benefit  of and be binding  upon the  parties  hereto and their  respective
     heirs,   executors,   legal   personal   representatives,   administrators,
     successors  (including any successor by reason of amalgamation or statutory
     arrangement of any party hereto) and permitted assigns.

                               Page 36 of 48 Pages


<PAGE>


5.5  Counterparts

     This  Agreement  may  be  executed  in any  number  of  counterparts.  Each
     counterpart  shall be deemed to be an original and all  counterparts  taken
     together shall constitute one agreement.

5.6  Facsimile Execution

     An executed copy of this  Agreement may be delivered by any party hereto by
     facsimile.  In such event,  such party shall forthwith deliver to the other
     parties hereto, the copy of this Agreement executed by such party.

5.7  Governing Law

     This  Agreement  shall be governed by and construed in accordance  with the
     laws of the State of New York  without  regard to its rule of  conflicts of
     law.

5.8  Enforcement of Agreement

     The parties hereto agree that  irreparable  damage would occur in the event
     that  any  of the  provisions  of  this  Agreement  are  not  performed  in
     accordance  with their  specific terms or were  otherwise  breached.  It is
     accordingly  agreed that the parties  shall be entitled to  injunctive  and
     other equitable relief to prevent breaches of this Agreement and to enforce
     specifically  the  terms and  provisions  hereof  exclusively  in any court
     (federal or state)  located in New York County  ("New York  Courts"),  this
     being in addition to any other  remedy to which the parties may be entitled
     at law or in equity.  Each of the parties hereto (i) irrevocably submits to
     the  exclusive  jurisdiction  of the New York Courts for the purpose of any
     suit, action or other proceeding arising out of this Agreement, the subject
     matter hereof or any of the transactions contemplated hereby brought by any
     party or their successor or assigns, and (ii) hereby waives, and agrees not
     to assert, by way of motion,  as a defense or otherwise,  in any such suit,
     action or proceedings,  to the fullest extent  permitted by applicable law,
     that the suit,  action or proceeding is brought in an  inconvenient  forum,
     that the venue or the suit, action or proceeding is improper,  or that this
     Agreement,  or the  subject  matter  hereof  or  any  of  the  transactions
     contemplated  hereby may not be enforced in or by such  courts.  Yogen Fruz
     hereby irrevocably  appoints,  and generally consents to service of process
     on Corporation  Service  Company at 500 Central  Avenue,  Albany,  New York
     12206, it being agreed that service upon such entity shall be valid service
     on Yogen  Fruz.  Final  judgment  against  any  party in any suit  shall be
     conclusive,  and may be  enforced  in  other  jurisdictions  by suit on the
     judgment, a certified or true copy of which shall be conclusive evidence of
     the fact and of the amount of any  indebtedness  or liability of such party
     therein described.

                               Page 37 of 48 Pages


<PAGE>


     IN WITNESS  WHEREOF the parties  hereto have duly executed  this  Agreement
under seal.

SIGNED, SEALED AND DELIVERED            )
in the presence of                      )   /s/ Richard E. Smith            l/s
                                        )   ------------------------------------
                                        )   Richard E. Smith
                                        )
                                        )   /s/ David Smith                  l/s
                                        )   ------------------------------------
                                        )   David Smith
                                        )
                                        )   /s/ David Stein                  l/s
                                        )   ------------------------------------
                                        )   David Stein
                                        )
                                        )   INTEGRATED BRANDS INC.
                                        )
                                        )   By /s/ Gary P. Stevens
                                        )   ------------------------------------
                                        )
                                        )   By                               c/s
                                        )   ------------------------------------
                                        )
                                        )   YOGEN FRUZ WORLD-WIDE INC.
                                        )
                                        )   By /s/ Michael Serruya
                                        )   ------------------------------------
                                        )
                                        )   By /s/ Aaron Serruya             c/s
                                        )   ------------------------------------
                                        )
                                        )   1082272 ONTARIO INC.
                                        )
                                        )
                                        )   By /s/ Michael Serruya
                                        )   ------------------------------------
                                        )
                                        )   By /s/ Aaron Serruya             c/s
                                        )   ------------------------------------
                                        )
                                        )   THE SERRUYA FAMILY TRUST
                                        )
                                        )   By /s/ Sam Serruya
                                        )   ------------------------------------
                                        )
                                        )   By /s/ Steve Troster
                                        )   ------------------------------------
                                        )
                                        )   /s/ Michael Serruya              l/s
                                        )   ------------------------------------
                                        )   Michael Serruya
                                        )
                                        )   /s/ Aaron Serruya                l/s
                                        )   ------------------------------------
                                        )   Aaron Serruya

                               Page 38 of 48 Pages


<PAGE>


By signing below,  Simon Serruya agrees until consummation or termination of the
Merger not to dispose of any of his  Beneficially  Owned  Voting  Securities  of
Yogen Fruz and at the  Effective  Time to convert  such shares into  Subordinate
Voting Shares:


                                        )
                                        )   /s/ Simon Serruya                l/s
                                        )   ------------------------------------
                                        )   Simon Serruya

                               Page 39 of 48 Pages


<PAGE>


                                                                      Schedule A

     For the purposes of this Agreement "market price" of a class of securities,
as to which there is a published  market, at any date, is an amount equal to the
simple  average of the closing price of securities of that class for each of the
business  days on which there was a closing  price  falling not more than twenty
business days before that date.

     Where a published  market does not provide a closing  price,  but  provides
only the highest and lowest prices of securities traded on a particular day, the
market price of the  securities,  at any date, is an amount equal to the average
of the simple averages of the highest and lowest prices for each of the business
days on which there were highest and lowest  price  falling not more than twenty
business days before that date.

     Where there is more than one  published  market for a security,  the market
price shall be determined as follows:

     1.   If only one of the  published  markets is in Canada,  the market price
          shall be determined solely by reference to that market.

     2.   If there is more than one published market in Canada, the market price
          shall be  determined  solely by reference to the  published  market in
          Canada on which the greatest volume of trading in the particular class
          of securities  occurred  during the twenty business days preceding the
          date as of which the market price is being determined.

     3.   If there is no published  market in Canada,  the market price shall be
          determined  solely by reference to the  published  market on which the
          greatest  volume of  trading  in the  particular  class of  securities
          occurred  during the twenty  business  days  preceding  the date as of
          which the market price is being determined.

     Where there has been trading of securities in a published  market for fewer
than ten of the twenty  business days  preceding the date as of which the market
price of the  securities  is being  determined,  the market  price  shall be the
average of the following prices established for each of the twenty business days
preceding that date,

     (a)  the  average of the bid and ask prices for each day on which there was
          no trading; and

     (b)  the closing  price of  securities of the class for each day that there
          has been trading, if the published market provides a closing price; or

     (c)  the  average of the highest and lowest  prices of  securities  of that
          class  for each day that  there  has been  trading,  if the  published
          market  provides  only the  highest  and lowest  prices of  securities
          traded on a particular day.

                               Page 40 of 48 Pages


<PAGE>

                                    EXHIBIT 3

                                 TRUST AGREEMENT

     THIS AGREEMENT made as of the 18th day of March,  1998 by and among Richard
E. Smith, David Smith, David Stein, each of the State of Nev' York (Smith, Smith
and Stein are hereinafter  collectively  referred to as the  "Integrated  Brands
Principal  Shareholders"),  Michael  Serruya  and  Aaron  Serruya,  each  of the
Province of Ontario,  1082272 Ontario Inc., a corporation Incorporated under the
laws of the Province of Ontario  ("1082272"),  the Serruya Family Trust, a trust
organized  under the laws of the Province of Ontario (the "Trust")  (Michael and
Aaron Serruya, 1082272 and the Trust are hereinafter collectively referred to as
the "Yogen Fruz Principal Shareholders" and, together with the Integrated Brands
Principal  Shareholders,  the "Principal  Shareholders"),  Yogen Fruz World-Wide
Incorporated,  a  corporation  organized  under the laws of the Province of Nova
Scotia (the  "Company") and The Chase Manhattan Bank, a bank chartered under the
laws of the State of New York (hereinafter called the "Trustee").

     WHEREAS  there are  7,464,949  multiple  voting  shares of the Company (the
"Multiple Voting Shares") outstanding;

     AND WHEREAS the Principal Shareholders  collectively own 6,486,043 Multiple
Voting Shares and options to purchase 348,692 Multiple Voting Shares;

     AND  WHEREAS the  Principal  Shareholders  and the Company are  desirous of
entering  into this  Agreement to secure the listing of the  subordinate  voting
shares of the Company (the  "Subordinate  Voting  Shares") on The Toronto  Stock
Exchange  and to derive the  benefits  of such  listing,  and for the purpose of
ensuring  that the holders from time to time of the  Subordinate  Voting  Shares
will not be deprived of any rights under applicable  takeover bid legislation to
which they  would  have been  entitled  in the event of a  take-over  bid if the
Multiple Voting Shares and the Subordinate  Voting Shares were of a single class
of shares;

     AND  WHEREAS  the  Principal  Shareholders  are  all  a  party  to a  Board
Representation Agreement amended and restated as of January 15, 1998 (the "Board
Representation Agreement");

     AND WHEREAS the Principal Shareholders and the Company desire to constitute
the Trustee as an escrow  agent in  connection  with the deposit of the Multiple
Voting  Shares  owned by the  Principal  Shareholders  and as a trustee  for the
holders from time to time of the  Subordinate  Voting  Shares to the intent that
such holders, through the Trustee, will receive the benefits of the covenants of
the Principal Shareholders and the Company contained in this Agreement;

     AND WHEREAS,  unless otherwise specifically defined herein, all capitalized
terms shall have the same meanings ascribed to them in the Board  Representation
Agreement;

     NOW  THEREFORE  THIS  AGREEMENT  WITNESSETH  that in  consideration  of the
premises  and  agreements  herein  contained  and for  other  good and  valuable
consideration,  the receipt of which is hereby acknowledged,  the parties hereto
agree as follows:

     1. On the effective date of the Merger (the "Effective Date") the Principal
Shareholders shall deliver to the Trustee all of the Multiple Voting Shares held
by each of the Principal Shareholders, with stock powers, signatures

                               Page 41 of 48 Pages


<PAGE>


guaranteed,  and the  Trustee  shall  accept  delivery  of such shares and shall
deposit such shares into the Trust Account (the shares held in the Trust Account
are sometimes hereinafter referred to as the "Escrowed Shares"). In addition, so
long  as  the  Board  Representation  Agreement  is  in  effect,  the  Principal
Shareholders shall deliver all Multiple Voting Shares acquired by them after the
date hereof, with stock powers, signatures guaranteed,  promptly to the Trustee.
Promptly after the date hereof, each of the Principal  Shareholders shall notify
the Company of the obligation hereunder to deliver Multiple Voting Shares to the
Trustee received after the date of this Agreement.

     2. The Trustee shall hold the Escrowed Shares for the period  commencing as
of the Effective Date and ending on the date on which the Principal Shareholders
cease to have any  obligations  under  the  terms  of the  Board  Representation
Agreement (as evidenced by a certificate of the Company to the Trustee),  unless
the  Escrowed  Shares  are  released  earlier  pursuant  to the  terms  of  this
Agreement.  The Board  Representation  Agreement  shall not be  amended,  to the
extent  that such  amendment  would  affect the role of the  Trustee  under this
Agreement, without the prior written consent of the Trustee.

     3.  Subject  to Section 4, the  Principal  Shareholders  shall not sell any
Multiple Voting Shares, directly or indirectly,  pursuant to a take-over bid, as
defined by  applicable  securities  legislation,  under  circumstances  in which
securities  legislation  would have required the same offer or a follow-up offer
to be made to  holders  of  Subordinate  Voting  Shares  if the sale had been of
Subordinate  Voting Shares rather than Multiple Voting Shares,  but otherwise on
the same terms. For this purpose,  it shall be assumed that the offer that would
have resulted in such sale of Subordinate Voting Shares would have constituted a
takeover bid under applicable securities legislation, regardless of whether this
actually would have been the case.

     4.  Section  3 shall  not apply to  prevent  a sale by the  undersigned  of
Multiple Voting Shares pursuant to a takeover bid if:

     (a)  such sale is made  pursuant  to an offer to purchase  Multiple  Voting
          Shares made to all holders of Multiple Voting Shares, and an identical
          offer (in teens of price per share,  percentage of outstanding  shares
          to be taken up  exclusive  of shares  owned  immediately  prior to the
          offer by the offeror, or associates or affiliates of the offeror,  and
          in all  other  material  respects)  concurrently  is made to  purchase
          Subordinate  Voting  Shares,  which  identical  offer has no concision
          attached  other  than  the  right  not to take  up and pay for  shares
          tendered if no shares are purchased pursuant to the offer for Multiple
          Voting Shares; or

     (b)  there  is a  concurrent  unconditional  offer to  purchase  all of the
          Subordinate Voting Shares at a price per share at least as high as the
          highest  price per share paid  pursuant to the  take-over  bid for the
          Multiple Voting Shares,

and for the purpose of this  Section 4 the varying of any term of an offer shall
be deemed to constitute the making of a new offer.

     5. If the  conditions  attaching  to the  shares of the  Company  include a
provision that would have the effect of changing the voting rights  attaching to
shares  of  the  Company  under  certain  circumstances,  through  an  automatic
conversion of

                               Page 42 of 48 Pages


<PAGE>


shares of one class into shares of another class or  otherwise,  and if there is
an offer that would have been a take-over  bid if not for the  existence of such
provision,  such offer shall be deemed to be a "take-over  bid" for the purposes
of this Agreement.

     6. For  greater  certainty,  any sale which  would  result in the direct or
indirect  acquisition  of ownership  of Multiple  Voting  Shares or  Subordinate
Voting Shares, or in the direct or indirect  acquisition of control or direction
over such shares, shall be construed to be a sale of such Multiple Voting Shares
or Subordinate Voting Shares, as the case may be, for the purposes of Section 3.

     7. The Principal  Shareholders  shall use their best efforts to prevent any
person  or  company  from  carrying  out a sale  (including  an  indirect  sale)
described in Section 3 in respect of any Multiple  Voting Shares owned from time
to time by the  Principal  Shareholders,  regardless  of whether  such person or
company is a party to this  Agreement,  unless  Clause  4(a) or 4(b)  applies in
respect of such sale.

     8. If any person or company, other than the Principal Shareholders, carries
out a sale (including an indirect sale) described in Section 3 in respect of any
Multiple  voting Shares owned from tune to tune by the  Principal  Shareholders,
and if  neither  Clause  4(a) or 4(b)  applies  in  respect  of such  sale,  the
Principal  Shareholders  shall not at the time such sale  becomes  effective  or
thereafter  do any of the following  with respect to any of the Multiple  Voting
Shares so sold:  (a) dispose of them  without the prior  written  consent of the
Trustee;  (b) convert  them into  Subordinate  Voting  Shares  without the prior
written consent of the Trustee;  or (c) exercise any voting rights  attaching to
them except in accordance with the written  instructions of the Trustee, and the
Principal  Shareholders  shall  comply with such  instructions.  The Trustee may
attach  conditions  to any consent the Trustee  gives in  exercising  its rights
hereunder.  The Trustee shall  exercise such rights in a manner that the Trustee
considers  to be: (i) in the best  interests  of the holders of the  Subordinate
Voting  Shares,  other than the Principal  Shareholders  and holders who, in the
opinion of the Trustee,  participated  directly or indirectly in the transaction
that  triggered  the operation of this Section 8; and (ii)  consistent  with the
intentions of the Principal  Shareholders  and the Company in entering into this
Agreement as such intentions are set out in the preamble to this Agreement.

     9. (a) Sale to Related Person; Multiple Voting Shares to Remain with Escrow
Agent. The Principal  Shareholders  shall ensure that any Multiple Voting Shares
disposed of to a Related  Person  shall be  deposited  with the Trustee and that
prior to such disposition such Related Person shall have agreed in writing to be
bound by the terms of this Trust Agreement.

     (b) Sale to Non-Related Person; Trustee to Disburse Multiple Voting Shares.
Subject  to  Sections  3  through  8,  upon (i)  written  request  by  either an
Integrated Brands Principal  Shareholder or a Yogen Fruz Principal  Shareholder,
(ii) proof that the Principal  Shareholder who seeks to sell his or her Multiple
Voting  Shares  has  received  the  prior  written  consent  to such sale of the
remaining  Principal  Shareholders  and  (iii)  affirmation  that the  remaining
Principal Shareholders have elected not to purchase all of the Voting Securities
the Principal  Shareholder seeks to sell to the non-Related  Person, the Trustee
shall  release  such  Multiple  Voting  Shares  that  the  remaining   Principal
Shareholders have elected not to purchase to the non-Related  Person;  provided,
however,  that such Multiple  Voting Shares are first  converted to  Subordinate
Voting  Shares  which  Subordinate  Voting  Shares may then be  delivered by the
Trustee.

                               Page 43 of 48 Pages


<PAGE>


     Notwithstanding the foregoing  sentence,  (i) the consent of the Integrated
Brands  Principal  Shareholders  shall  not  be  required  with  respect  to the
disposition of Voting  Securities by the Yogen Fruz Principal  Shareholders to a
non-Related  Person if, after giving effect to such disposition,  the Yogen Fruz
Principal  Shareholders  will own, in the aggregate,  more than 3,733,332 Voting
Securities and (ii) the consent of the Yogen Fruz Principal  Shareholders  shall
not be required  with respect to the  disposition  of Voting  Securities  by the
Integrated  Brands  Principal  Shareholders  to a  non-Related  Person if, after
giving effect to such disposition,  the Integrated Brands Principal Shareholders
will own, in the aggregate,  more than 1,800,000  Voting  Securities  (including
Convertible Securities) Nonetheless,  the remaining Principal Shareholders shall
maintain  their  right of first  refusal  set forth in the Board  Representation
Agreement with respect to the dispositions  described in the foregoing  sentence
and  provided  that if the  Multiple  Voting  Shares  are sold to a  non-Related
Person,  such shares shall first be converted to Subordinate Voting Shares which
Subordinate Voting Shares may then be delivered by the Trustee.

     (c) Enforcement Provisions.  Upon receipt by the Trustee of a Breach Notice
(as defined in the Board Representation Agreement), the Trustee shall transmit a
copy of the Breach Notice to the breaching group of Principal  Shareholders.  In
the event that the breaching  group of Principal  Shareholders  does not contest
the Breach Notice within five (5) Business Days, then the Trustee shall sell the
Voting  Securities  identified in the Breach Notice in accordance with the teens
of  the  Board  Representation  Agreement  and  in  accordance  with  applicable
securities  laws.  In the event the  breaching  group of Principal  Shareholders
disputes  the Breach  Notice,  the  Trustee  shall  continue  to hold the shares
identified  in the Breach  Notice  until the  Trustee  receives a joint  written
instruction  from each group of Principal  Shareholders  or until it receives an
order  from  a  court  of  competent  jurisdiction   specifying  the  manner  of
disposition of such shares.

     10. In the event of any dispute or conflict  between the Integrated  Brands
Principal  Shareholders  and the Yogen  Fruz  Principal  Shareholders  as to the
release and transfer of the Escrowed  Shares to either a Related or  non-Related
Person;  such dispute or conflict  shall be determined as set forth in the Board
Representation  Agreement.  During the  pendency  of any dispute and until final
adjudication  of such dispute,  the Trustee shall retain such disputed shares in
its Trust Account.

     11. If and  whenever the Trustee has  reasonable  cause to believe that the
Principal  Shareholders  or the  Company  may have  breached,  or may  intend to
breach, any provision of sections 3 through 8, the Trustee shall make reasonable
enquiry to determine  whether such a breach has occurred or is intended,  and if
the  Trustee  thereupon  determines  that  such is the  case the  Trustee  shall
forthwith deliver to the Company a certificate stating that the Trustee has made
such determination. The Trustee shall thereupon be entitled to take and, subject
to Section  13,  shall take such action as the Trustee  considers  necessary  to
enforce  its  rights  under  this  Agreement  on  behalf of the  holders  of the
Subordinate Voting Shares.

     12. Subject to Section 13, if and whenever  holders of not less than 10% of
the then  outstanding  Subordinate  Voting Shares  determine  that the Principal
Shareholders or the Company has breached, or intends to breach, any provision of
sections 3 through 8, such  holders  may  require the Trustee to take any action
set out in this Agreement in connection therewith by delivering to the Trustee a
requisition  in writing signed in one or more  counterparts  by such holders and
setting  forth the action to be taken by the  Trustee,  and upon  receipt by the
Trustee of such a requisition the Trustee shall forthwith take

                               Page 44 of 48 Pages


<PAGE>


such action set out in this Agreement as is specified in the requisition and any
other  action that the Trustee  considers  necessary to enforce its rights under
this Agreement on behalf of the holders of the Subordinate Voting Shares

     13.  The  obligation  of the  Trustee  to take any  action on behalf of the
holders of the Subordinate  Voting Shares shall be conditional  upon the Trustee
receiving  from the Company or from one or more  holders of  Subordinate  Voting
Shares such funds and indemnity as the Trustee may reasonably require in respect
of any costs or expenses which it may occur in connection  with any such action.
The Company shall provide such funds and indemnity to the Trustee if the Trustee
has delivered to the Company the certificate referred to in Section 11.

     14. No holder of Subordinate Voting Shares shall have the right, other than
through the Trustee,  to institute  any action or  proceeding or to exercise any
other remedy for the purpose of enforcing any rights arising from this Agreement
unless holders of  Subordinate  Voting Shares shall have requested in the manner
specified in Section 12 that the Trustee act; and shall have provided reasonable
funds and  indemnity to the Trustee and the Trustee  shall have failed to so act
within 30 days after the provision of such funds and indemnity. In such case any
holder o Subordinate Voting Shares acting on behalf of such holder and all other
holders of  Subordinate  Voting Shares shall be entitled to take  proceedings in
any court of competent jurisdiction such as the Trustee might have taken.

     15.  The  Company  shall do all  things  necessary  to  facilitate  the due
performance  of  this  Agreement  including  the  fulfilment  by  the  Principal
Shareholders of their obligations hereunder.

     16. The Trustee may resign and be  discharged  from all further  duties and
liabilities hereunder, subject to this Section 16, after giving 30 days' written
notice to the  Company  or such  shorter  notice as the  Company  may  accept as
sufficient.  In the event that the office of trustee becomes vacant, the Company
shall forthwith appoint a new trustee which shall be a corporation authorized to
carry on business of a trust company in Ontario;  failing such appointment,  the
Principal  Shareholders,  the Trustee or any holder of Subordinate Voting Shares
may apply to a judge of the Ontario Court of Justice (General  Division) for the
appointment of a new trustee.  Upon any new appointment the new trustee shall be
vested with the same powers,  rights,  duties and  responsibilities as if it had
been  originally  named  herein as the trustee,  but there shall be  immediately
executed, at the expense of the Company, all such instruments and may be, in the
opinion  of  counsel to the  Company,  necessary  or  desirable  to assure  such
vesting.  Any  resignation of the Trustee shall not become  effective  until the
successor  party shall have  executed an  appropriate  instrument  accepting the
appointment as the new Trustee.

     17. The Trustee shall incur no liability in respect of any permitted action
taken or  suffered by it in reliance  upon any notice,  direction,  instruction,
consent,  statement or other paper or document  believed by it to be genuine and
duly  authorized  nor for  anything  except its own wilful  misconduct  or gross
negligence. The Trustee shall not be responsible for the validity or sufficiency
of this Trust  Agreement.  The Trustee shall be under no duty to inquire into or
investigate  the validity,  accuracy or content of this  Agreement.  The Trustee
shall have no duty to solicit any payments which may be due it hereunder. In all
questions arising under this Trust Agreement, and in the administration thereof,
the  Trustee may rely on the advice of counsel and may execute any of its powers
and perform its duties hereunder directly or through agents or attorneys and may
consult with counsel, accountants and

                               Page 45 of 48 Pages


<PAGE>


other  skilled  persons to be selected and retained by it. The Trustee shall not
be  liable  for  anything  done,  omitted  or  suffered  in good  faith by it in
accordance  with the  advice or opinion of such  counsel,  accountants  or other
skilled persons.  The Trustee shall not be required to take any action hereunder
involving  any  expense  unless  the  payment of such  expense  shall be made or
provided  for in a  manner  satisfactory  to  it.  The  Trustee  shall  have  no
responsibility for the performance or interpretation of the Board Representation
Agreement.  The Company,  the Integrated  Brands Principal  Shareholders and the
Yogen Fruz Principal Shareholders, in equal proportions,  agree to hold harmless
and indemnify the Trustee from and against any liability,  damage,  claim, cause
of action or costs or expenses of any kind,  including  reasonable fees incurred
to employ outside counsel or attorneys at their regular billing rates, as to any
person,  Integrated  Brands  Principal  Shareholders  or  Yogen  Fruz  Principal
Shareholders,  arising  out  of or in  connection  with  the  Trustee's  actions
performed in  accordance  with this Trust  Agreement,  except the  Trustee's own
wilful  misconduct or gross  negligence.  Without limiting the generality of the
foregoing,  each party  hereto  warrants its  authority in executing  this Trust
Agreement.  Anything in this  Agreement to the contrary  notwithstanding,  in no
event shall the Trustee be liable for a special,  indirect or consequential loss
or damage of any kind  whatsoever  (including  but not limited to lost profits),
even if the trustee has been  advised of the  likelihood  of such loss or damage
and regardless of the form of action.

     18. The Company shall pay the  reasonable  fees and expenses of the Trustee
in  connection  with the  performance  of the Trustee's  obligations  hereunder,
including the reasonable fees and disbursements of counsel,  but this Section 18
shall not require the Company to pay any fees or expenses in connection with any
action  taken by the  Trustee  pursuant  to  Section 12 if the  Trustee  has not
delivered to the Company the certificate referred to in Section 11 in respect of
such action.

     19. The Trustee hereby  accepts the  appointment as trustee for the holders
from time to time of the Subordinate Voting Shares upon the terms and conditions
herein set forth.

     20. This Agreement shall not be amended,  and no provision thereof shall be
waived,  except with the approval of the parties hereto and at least  two-thirds
of the votes  cast by the  holders  of  Subordinate  Voting  Shares  present  or
represented  at a meeting  duly  called  for the  purpose  of  considering  such
amendment or waiver.

     21. The duties  and  responsibilities  of the  Trustee  hereunder  shall be
determined  solely by the express  provisions of this  Agreement and no other or
further duties or responsibilities  shall be implied. The Trustee shall not have
any liability  under,  nor duty to inquire into the terms and  provisions of any
agreement or instructions, other than outlined in this Agreement.

     22.  Neither  this  Agreement  nor any right or interest  hereunder  may be
assigned in whole or in part by any party without the prior  written  consent of
the other parties.

     23. This  Agreement  may be executed in one or more  counterparts,  each of
which shall be deemed an original,  but all of which together  shall  constitute
one and the same instrument.

     24. In the event that the Trustee  shall be  uncertain  as to its duties or
rights hereunder or shall receive instructions, claims or demands from any

                               Page 46 of 48 Pages


<PAGE>


party hereto which, in its opinion,  conflict with any of the provisions of this
Agreement,  it shall be entitled to refrain  from taking any action and its sole
obligation shall be to keep safely all property held in escrow until it shall be
directed  otherwise in writing by all of the other parties  hereto or by a final
order or judgment of a court of competent jurisdiction.

     25. Any notice or other  communication  made  pursuant to or in  connection
with  this  Agreement  shall  be  sufficiently  given  if it is in  writing  and
delivered or sent by registered  mail, or by facsimile or other form of recorded
communication with return receipt requested:

     if to any of the Yogen Fruz
     Principal Shareholders:           Mr. Michael Serruya
                                       c/o Yogen Fruz World-Wide Inc.
                                       8300 Woodbine Avenue
                                       Markham, Ontario
                                       L3R 9Y7
                                       Facsimile: (905) 479-3275

     if to any of the Integrated
     Brands Principal Shareholders:    Richard E. Smith
                                       c/o Integrated Brands
                                       4175 Veterans Highway
                                       Ronkonkoma, New York 11779
                                       Facsimile: (516) 283-0593

     if to the Company:                Yogen Fruz World-Wide Inc.
                                       8300 Woodbine Avenue
                                       Markham, Ontario
                                       L3R 9Y7
                                       Facsimile: (905) 479-3275
                                       Attention: Michael Serruya, President

     if to the Trustee:                The Chase Manhattan Bank
                                       Corporate Trust Group
                                       450 West 33rd St
                                       New York, New York 10002
                                       Facsimile: (212) 946-8156
                                       Attention: Escrow Administration,
                                       15th Floor

or to such other address as the party to whom such notice or communication is to
be given  shall have last  designated  to the party given the same in the manner
specified in this Section.

     26. Any such notice or communication shall be deemed to have been given and
received on the day it is so delivered or sent.

                               Page 47 of 48 Pages


<PAGE>


     WITNESS WHEREOF,  the parties have duly executed this Trust Agreement as of
the date first above written.


                                        /s/ Richard E. Smith
                                        ---------------------------------------
                                        Richard E. Smith

                                        /s/ David Smith
                                        ---------------------------------------
                                        David Smith

                                        /s/ David Stein
                                        ---------------------------------------
                                        David Stein

                                        /s/ Michael Serruya
                                        ---------------------------------------
                                        Michael Serruya

                                        /s/ Aaron Serruya
                                        ---------------------------------------
                                        Aaron Serruya


                                        1082272 ONTARIO INC.
                                        
                                        By: /s/ Michael Serruya
                                            -----------------------------------
                                        Name:  Michael Serruya
                                        Title: President
                                        

                                        THE SERRUYA FAMILY TRUST
                                        
                                        By: /s/ Sam Serruya
                                            -----------------------------------
                                        Name: Sam Serruya

                                        By: /s/ Steve Troster
                                            -----------------------------------
                                        Name: Steve Troster


                                        YOGEN FRUZ WORLD-WIDE
                                        INCORPORATED

                                        By: /s/ Michael Serruya
                                            -----------------------------------
                                        Name:   Michael Serruya
                                        Title:  President
                                        
                                        THE CHASE MANHATTAN BANK
                                        
                                        
                                        By: /s/ John Sciacchitano
                                            -----------------------------------
                                        Name:   John Sciacchitano
                                        Title:  Vice President

 

                               Page 48 of 48 Pages




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