Pablo Uribe is an architect who sells frozen yogurt. After studying architecture in Bogotá and at the AA in London, in 2007 he closed his small design studio and decided to focus on being a shop keeper.

Snog started with shops in central London, serving the most natural and best tasting frozen yogurt, with no fat and no sugar, sweetened with Mexican agave nectar. They worked from the start with design studios, in particular ICO and Cinemod studio. They were so successful international franchising started almost from the outset, and they are currently planning stores in Brazil, Colombia and Kuwait.

Pablo's role now he sees as like a curator for the brand - keeping it evolving, relevant and appealing.