Froyo's made a comeback. But at £12 a tub will it last?

The frozen yoghurt craze, which dominated the dessert scene in the late 2000s and early 2010s, has officially returned to the United Kingdom. Once a staple of London high streets with brands like Snog and AngelBerry, the treat has seen a significant revival this year. New players such as Go Greek, Myka, and the Australian chain Yo-Chi are opening stores across the country, attracting long queues of eager customers.

For many, the appeal lies in the interactive experience of customizing their dessert. Customers can choose their base flavour and select from a wide array of toppings, allowing for a personalized treat. This level of control is a major draw for younger demographics, particularly Gen Z, who value the ability to manage portion sizes and sweetness levels. The perception of froyo as a healthier alternative to traditional ice cream also plays a role, even if the nutritional benefits are sometimes debated due to added sugars.

Social media has been a primary catalyst for this comeback. Trends highlighting a return to 2010s aesthetics and the concept of 'sweet treat culture' have propelled these brands into the spotlight. Consumers are increasingly willing to spend on small, affordable luxuries, and a £12 tub of frozen yoghurt is viewed by many as an acceptable occasional indulgence rather than a major financial commitment.

Market data supports this growth, with the European frozen yoghurt market estimated to be worth £434m in 2026, up from £419m the previous year. Brands are positioning themselves as 'third spaces'—social environments where people can gather and enjoy a treat. This strategy seems to be working, as stores are attracting a diverse range of customers, from students to construction workers.

However, the question remains whether this resurgence will last. The high price point of £12 per tub is significant, and the novelty factor may eventually wear off. While the current demand is high, businesses will need to maintain their appeal beyond the initial social media hype. The success of these chains will depend on their ability to integrate into the daily habits of consumers rather than relying solely on the nostalgia of the 2010s. For now, the queues continue to grow, suggesting that for many, the return of froyo is a welcome trip down memory lane.