The UK is witnessing a renewed fascination with frozen yoghurt, as eager customers wait in lines for as long as an hour and willingly pay up to £12 for individually tailored dessert creations reminiscent of froyo’s heyday in the late 2000s and early 2010s.
The Yoghurt Revival Sweeps the UK
This year has seen a resurgence of frozen yoghurt, commonly called “froyo,” across the UK following a marked decline since its explosive growth more than ten years ago. A fresh crop of players, such as Go Greek, Myka, and the Australian franchise Yo-Chi, have established new locations throughout London, while more established names like Frurt have increased their presence up north, most notably with a recent launch in Leicester.
Hundreds have flocked to these outlets to sample their customisable desserts—a factor that drove the original boom in popularity. Part of the appeal stems from the flexibility in choosing flavours and toppings. Kiersten Paterno, a 19-year-old student who recently spent 45 minutes to get her froyo, shared that being able to select the portion size and adjust sweetness is a big plus. “It feels healthier overall as it’s a dessert I can enjoy without feeling like I’ve overindulged,” she observed.
Although prices can climb as high as £12 per serving, customers are often unfazed, regarding froyo as a worthwhile occasional treat rather than a daily purchase. “I don’t mind spending a little more as an occasional treat,” Paterno remarked on her visit.
Nostalgia, TikTok, and Changing Consumer Behaviour
Nostalgia for earlier trends, the viral nature of social media, and a continued appetite for the “sweet treat culture” all contribute to froyo’s current popularity. Market Data Forecast anticipates that the frozen yoghurt sector in Europe will be valued at £434 million by 2026, with growth from last year’s £419 million.
Since opening its Notting Hill store in August, Yo-Chi has rapidly gained attention online, due in part to its extensive toppings selection and its reputation as a stylish “third space.” Bethan Clarke, campaign manager for Yo-Chi, believes small indulgences like froyo thrive when people are cautious about larger spending. “People aren’t spending a fortune on big things, but a little thing like that, they’re happy to,” Clarke noted.
Companies may not label their frozen yoghurt as “healthy,” but they do highlight its versatility in contrast to ice cream. Typically lower in fat and calories, these treats can, however, end up with more added sugar, depending on customer choices for toppings. The highly customisable aspect allows each person to decide on the level of indulgence.
Clarke points to the influence of TikTok trends like “2026 is the new 2016” for renewed interest in froyo. “People are coming back to re-experience childhood a little bit,” she mentioned. Ella Light, part of the Yo-Chi team, says that their clientele now goes beyond just Gen Z, reaching even groups such as local builders, highlighting the brand’s broadening appeal.
Is This a Passing Trend or a Sustainable Comeback?
The initial frozen yoghurt boom in the UK had faded by the late 2010s. Vhari Russell, who leads Food Marketing Experts, links that decline to market over-saturation and evolving tastes. Snog, previously a prominent name with ten branches in London, faced increased rivalry from Yog, Yoomoo, and Pinkberry, as well as consumer scrutiny over the actual health benefits of many frozen yoghurts.
Russell believes this revival is unique, combining “2010s throwbacks coupled with a modern twist” to generate renewed buzz. Even higher price points do not seem to drive most people away, as she regards froyo as an “affordable luxury.” For many, the outing itself is the attraction. As Russell puts it, it is “viewed as an experience,” and for those who don’t smoke or pursue costly habits, frozen yoghurt is more of an enjoyable occasion than just a food purchase.
Homemade Frozen Yoghurt Still a Favourite
Those who prefer to skip queues or lower their dessert budgets can consult BBC Food for a range of frozen yoghurt recipes, enabling people to enjoy the treat at home on their own terms.
With the past meeting the present and brands innovating with new formats, the nation’s appetite for frozen yoghurt demonstrates how “sweet treat culture” continues to thrive and evolve in the UK.