Key facts
- Froyo is making a comeback in the UK, driven by nostalgia, social media, and its perception as a healthier dessert.
- New froyo brands like Go Greek, Myka, Yo-Chi, and Frurt have opened stores across the UK.
- Customers are willing to queue for up to an hour for froyo, with tubs costing as much as £12.
- The European frozen yoghurt market is estimated to be worth £434 million in 2026.
- Experts suggest market over-saturation and the natural cycle of trends contributed to froyo's previous decline.
Frozen yogurt, or froyo, is experiencing a revival in the UK, with several new stores opening and attracting significant customer interest. Brands like Go Greek, Myka, Yo-Chi, and Frurt have launched or expanded their presence this year, drawing in customers eager to create their own customized desserts.
Students like Kiersten Paterno, 19, are drawn to froyo for its nostalgic appeal and the ability to control sweetness and portion sizes through toppings, viewing it as a healthier alternative to other desserts. Despite the high price point, with tubs costing up to £12, many consumers are willing to pay for what they consider an occasional treat.
Market data suggests a growing trend, with the European frozen yoghurt market estimated to reach £434 million by 2026. Yo-Chi, an Australian brand that opened in Notting Hill in August, quickly gained traction on social media for its extensive topping selection and its positioning as a "third space" for customers.
While Yo-Chi does not explicitly market itself as healthy, the customizability of froyo allows consumers to manage their sugar intake. Social media trends referencing the early 2010s are also contributing to froyo's viral resurgence, bringing back childhood memories for many.
However, the current froyo craze faces questions about its long-term sustainability, given its previous decline in popularity by the end of the last decade. Vhari Russell, founder of Food Marketing Experts, attributes the initial disappearance to market over-saturation and the natural cycle of trends, as well as consumers realizing froyo might not be as healthy as initially perceived. Despite these concerns, Russell believes that the current wave of 2010s throwbacks, combined with modern twists, could sustain demand, viewing froyo as an "affordable luxury" and an "experiential moment" for consumers.