Frozen yogurt, commonly referred to as froyo, has seen a resurgence in the UK with several new stores opening this year. Kiersten Paterno, a 19-year-old student, shared her experience waiting 45 minutes to customize her frozen yogurt with various flavors and toppings, highlighting the appeal of the process. Froyo was a significant trend in the UK during the late 2000s and early 2010s, particularly in London, where chains like Snog operated multiple locations.
This year, brands such as Go Greek, Myka, and Yo-Chi have launched in London, while Frurt has expanded in the northwest of England and Yorkshire, including a new store in Leicester. Despite the high price point, with tubs costing up to £12, these brands have attracted long queues of customers. Paterno noted that the ability to manage portion sizes and sweetness makes froyo feel like a healthier dessert option.
Market Data Forecast estimates that the European frozen yogurt market will reach £434 million by 2026, up from £419 million in 2025. The Australian brand Yo-Chi opened a branch in Notting Hill in August and gained popularity on social media for its variety of toppings. Bethan Clarke, Yo-Chi's campaign manager, commented on the trend of smaller indulgences, stating that consumers are willing to spend on experiences rather than larger purchases.
While froyo is typically lower in calories and fat than ice cream, it may contain more added sugar. Clarke emphasized the customizable nature of froyo, allowing customers to control their portion sizes and sugar intake. Ella Light, also from Yo-Chi, noted the diverse clientele, including unexpected visitors like builders.
Vhari Russell, founder of Food Marketing Experts, pointed out that market oversaturation contributed to the decline of froyo in the past, but current trends suggest a renewed interest. Russell believes that the price of £12 per tub will not deter consumers, viewing froyo as an 'affordable luxury' and an experiential moment for many. For those who find the price or wait time unreasonable, BBC Food offers five froyo recipes to make at home.