The comeback tour
Froyo is officially entering its main character era again. After peaking in the late 2000s and early 2010s with chains like Snog and AngelBerry, the dessert is staging a massive comeback in the UK. New shops like Go Greek, Myka, and Yo-Chi are drawing massive lines—we're talking up to 45-minute waits—at locations across London, while brands like Frurt are expanding into the north west.
Why it's hitting different
Real talk: it’s not exactly cheap. A single tub can run you up to £12. So why are people queuing? It’s the "third space" vibe, the customisation, and a massive dose of Y2K nostalgia. Trends like "2026 is the new 2016" are driving the hype, and for many, it’s a small, experiential splurge. Plus, the ability to control your own portion size and sugar levels makes it a hit for those trying to stay mindful of what they're consuming, even if it isn't always the 'health' food we once thought it was.
The sustainability of the hype
Back in the day, the froyo bubble burst thanks to market over-saturation and changing consumer preferences. Vhari Russell, founder of Food Marketing Experts, points out that the current trend is leaning into the "affordable luxury" angle. Because many people aren’t dropping money on bigger lifestyle expenses, a £12 frozen treat feels like an accessible experience rather than just a snack.
Why it matters
The European frozen yoghurt market is currently valued at £434m for 2026, up from £419m last year. Whether this is just another cycle or a long-term staple will depend on if consumers keep justifying that high price point as an "experience." If you’re not trying to drop a tenner plus on a cup, DIY at home remains the ultimate budget hack.
